Whito is an independent UK research publisher that examines how businesses are found, trusted and priced. Since 2017, it has compared public information and business records with what customers may see in search engines and AI tools. Its studies are free to read and quote, with the methods and limitations published alongside the findings.

Whito also provides a free business directory and Visibility Check, which helps owners assess what search engines can read about their websites and offers fixes for failed checks. Businesses can list themselves for free, and paid services do not affect listings or positions. For owners seeking ongoing insight, Whito’s Visibility Monitor tracks which businesses are named in responses from ChatGPT, Gemini and Google AI Mode. Organisations can purchase research files containing the data behind studies as PDFs and raw CSV files, or commission research for a specific scope. Whito publishes industry guides, cost research and practical tools, and offers a free weekly email covering developments relevant to UK businesses.