Independent UK research publisher

We ask AI who to trust in the UK. Then we check the answers.

Whito is an independent UK research publisher. We ask ChatGPT, Gemini and Google AI Mode which businesses they recommend, log the raw answers with the date, and check every business named against Companies House. The studies are free to read and free to quote. Nobody can pay to appear, to pass a check, or to move. Whito Ltd, company 10918465, registered in England, since 2017.

Check your site free

See what we publish·Find a checked business

The Visibility Check is free and needs no email. For organisations, there is Whito Intelligence.

WhitoChecked against the public record

Named on Companies House: register
Active, not dissolved: register
Trading in the town named: footprint
Website the register holds: public record
Named by the AI engines: logged answer
Every answer dated and kept: ledger

No business can pay to appear, to pass, or to move. The method and its limits are published with every study.

Our own research

We check things, then publish what we find

Whito is an independent UK AI-recommendation bureau. We run our own studies on how UK businesses are found online, and publish all of them free with the method and the limits shown. The free listings further down are that method in public. Here is some of what we found.

How often three AI engines agreed on the best local tradesperson. The rest of the time they named completely different businesses. Collected 30 June 2026.

Being named by one engine is not coverage. See the study

See what the engines can read on your site

51%

Of the businesses AI recommended, this many could not be matched to an active registered company on Companies House. Collected July 2026.

If your register entry does not match your sign, you are in this number. See the study

See the file behind this study

48.3%

Of England’s 57,082 CQC-registered care services publish no website on the register, checked 26 August 2026. A blank field means the CQC holds no website, not proof none exists.

Half of England’s registered care sector cannot be checked by the engines at all.

Find home care that has been checked

100%

Of towns where Google’s AI Mode pick for a roofer came through a review platform. From our free quarterly index of who AI recommends, sector by sector. Collected 22 August 2026.

Your platform profile is your shopfront whether you like it or not.

See which platforms the engines cited

For organisations

Whito Intelligence

Agencies, franchise groups, insurers, trade bodies and software vendors buy the file behind the studies above. It names every business the engines returned, carries the raw answer logs, and states the method, the limits and the collection date. An agency measuring its own client’s visibility is marking its own homework. This is the third party.

Published report

£1,280

One sector, one run, one date

Every business named, checked against Companies House
The raw answer logs from each engine
A PDF and the raw CSV

See the reports

Sector file

On enquiry

Your sector, built to order

The sector and the questions you choose
Every name checked against the public register
Order confirmed the same day, file within one working day

Commission a sector file

Multi-sector or ongoing

On enquiry

Wide coverage, built to order

Several sectors or territories in one file
Repeat runs, so movement can be measured
Reuse in client work, attributed as measured independently by Whito

Talk about coverage

The listings are how the research gets made

Every study above starts with the same public records. Listings are free and they stay free. Paying gets you the research, never the listing and never the position.