For many small businesses in the U.S., the Better Business Bureau (BBB) logo still signals “this company can be trusted.”
But what exactly does BBB accreditation mean, and how does the process work behind the scenes?
This article explains BBB accreditation in plain language, with a focus on small businesses.
It uses information from the BBB itself, plus guidance from regulators and small-business organizations.
It is educational only and not legal or business advice.
1. BBB ratings vs. BBB accreditation: not the same thing
The BBB tracks millions of businesses and assigns them a rating from A+ to F. That rating reflects factors such as complaint history, transparency, licensing, and how the business responds to problems.
Two key points many owners miss:
- Any business can have a BBB rating, even if it never paid the BBB a cent.
- Only some businesses are “BBB Accredited.” Accreditation is a paid program for companies that apply and meet the BBB’s standards for trust.
So:
- Rating = BBB’s public assessment of how a business behaves.
- Accreditation = a separate, voluntary program with standards, fees, and ongoing obligations.
A small business can have an A rating without accreditation. It can also be accredited and still receive complaints and a rating below A+ if issues are not handled well.
2. What does BBB accreditation actually mean?
BBB describes accreditation as a review of whether a business operates ethically and with integrity, based on its Standards for Trust.
Those standards include principles such as:
- Building trust
- Advertising honestly
- Telling the truth
- Being transparent
- Honoring promises
- Being responsive to complaints
- Safeguarding privacy
- Embodying integrity in all dealings
To stay accredited, a business must continue to meet these standards over time. Not all applicants are accepted, and accreditation can be revoked if serious or repeated issues arise.
In short, accreditation means:
The business has agreed to follow BBB’s Standards for Trust and to participate in its complaint-handling and dispute-resolution process, in exchange for the right to use the BBB seal and appear as an accredited business on bbb.org.
3. Basic eligibility for small businesses
While details vary slightly by local BBB office, several common requirements show up across BBB and small-business guides:
Typical baseline criteria include:
- Operating for at least six months
- Having all required licenses and registrations
- Having no serious, unresolved pattern of complaints
- Demonstrating honest advertising and ethical business practices
- Agreeing to the BBB Code of Business Practices (Standards for Trust)
Consulting and service businesses may face more questions because their work is less “tangible” than retail. Guides aimed at small businesses note that application reviews can be more detailed for certain industries or high-risk categories.
Eligibility does not guarantee approval. BBB will still review the company’s background, history, and complaint record.
4. How the accreditation process works
BBB’s own application page describes the process in a few steps:
- Application submission
- The business submits basic information (legal name, ownership, contact details, website, licenses, etc.).
- Some regions collect initial payment information at this stage.
- Vetting against the 8 Standards for Trust
- The local BBB office checks complaint history, licensing, advertising practices, and time in business.
- Public records and internal BBB data are reviewed.
- Follow-up questions
- BBB may call or email with questions about past issues, policies, or documents.
- In some cases, they request proof of licensing, insurance, or corrective actions.
- Recommendation and board decision
- The BBB staff makes a recommendation to its Board of Directors.
- The board votes to approve or deny accreditation.
- Notification
- The business is informed of the decision.
- If approved, the company can start using the BBB Accredited Business seal and is listed as accredited on bbb.org.
The BBB notes that this review can take several weeks, depending on the case and any follow-up needed.
5. What BBB looks at: complaints, transparency, and patterns
Several sources outline the main factors BBB uses in both ratings and accreditation:
Typical elements include:
- Complaint history
- Number of complaints
- Whether there is a pattern of similar issues
- How quickly and thoroughly the business responds
- Licensing and government actions
- Presence of required licenses
- Known government actions or serious legal issues
- Advertising practices
- Whether promotions are misleading or violate BBB’s advertising codes
- Business transparency
- Clear contact information
- Honesty about location, ownership, and policies
BBB also offers a dispute-resolution channel where consumers can file complaints and businesses can respond. Unresolved or ignored complaints can hurt both the rating and the accreditation status.
6. Fees and typical costs
BBB is a nonprofit, but accreditation is a paid program. Business guides and recent analyses show that annual fees typically vary by region, company size, and industry.
One 2025 review of BBB accreditation costs notes that many small businesses pay in a range of about $500 to $1,500 per year in dues, though local pricing may differ.
These dues usually support:
- Use of the BBB Accredited Business seal
- Listing as an accredited business on bbb.org
- Access to BBB’s dispute-resolution and mediation system
- Limited marketing and educational resources
Accreditation does not buy a higher rating. BBB and multiple independent guides emphasize that the letter grade is based on behavior and history, not on whether dues are paid.
7. Potential benefits for small businesses
BBB’s own materials and third-party small-business articles highlight a few recurring benefits:
1. Credibility and trust signals
Surveys cited by BBB suggest that many consumers familiar with the BBB seal are more likely to trust businesses that display it and to prefer companies with an A rating or better.
2. Visibility to “BBB-first” consumers
Home services, auto repair, moving companies, financial services, and legal services are common examples where customers often check BBB before calling.
3. Structured complaint handling
Accredited businesses can respond to complaints via the BBB platform, sometimes resolving disputes before they escalate into legal threats or reputational damage.
4. Reputation and lead quality
Some commentary notes that leads from BBB-driven channels tend to be more serious and less price-focused, since these customers seek trust and quality over the lowest quote.
These are potential advantages, not guarantees of sales or growth.
8. Limits and common misconceptions
Recent analyses are also clear about the limits of BBB accreditation for small businesses:
- Not a government license
BBB is a private nonprofit, not a government agency. Accreditation does not replace state or local licensing. - Not a guarantee of performance
The seal signals a commitment to certain standards and complaint processes. It does not promise perfect outcomes or eliminate the risk of disputes. - Not a magic SEO solution
Some articles argue that accreditation alone has limited impact on modern search visibility, especially with younger customers who rely more on Google, Yelp, and social media reviews. - Not a cure for a bad complaint pattern
If complaints pile up and remain unresolved, BBB may downgrade the rating or revoke accreditation.
For many small firms, accreditation functions more as a reputation tool and a way to formalize complaint handling, rather than a direct growth engine.
9. BBB accreditation and online reviews: staying compliant
In the broader world of online reviews, the Federal Trade Commission (FTC) has tightened rules on fake reviews, review gating, and deceptive review practices.
Key themes from FTC guidance:
- Do not suppress negative reviews or show only positive ones.
- Do not post fake reviews or pay for positive reviews without clear disclosure.
- Do not claim that a review site you control is “independent” if it is not.
- Be transparent about how you collect and display reviews and how ratings are calculated.
BBB’s model, which requires identifying complainants and encourages documented responses, sits alongside these rules as part of a broader trust and transparency strategy.
A small business that pursues BBB accreditation still needs consistent, honest practices across all review platforms to stay aligned with FTC expectations.
10. How BBB accreditation fits into the bigger picture
BBB accreditation is just one piece of a company’s overall risk and reputation toolkit.
Small businesses also juggle:
- Customer reviews on search engines and marketplaces
- Contract terms and clear expectations
- Insurance and legal compliance
- Financial discipline and long-term planning
For a small business owner, BBB accreditation is one signal among many. It says, “We have agreed to a set of public standards and a complaint process,” but it does not replace sound operations, good customer service, or compliance with laws and regulations.
Conclusion
BBB accreditation is a structured program where a small business applies, pays dues, and is vetted against the BBB’s Standards for Trust.
Official BBB materials and independent small-business guides explain that the process looks at complaint history, licensing, transparency, and advertising practices, and that continued accreditation depends on ongoing ethical conduct and responsiveness.
For many firms, the BBB seal and listing can support credibility with certain customers and provide a clear channel for dispute resolution, but recent analyses stress that it functions more as a reputation and trust tool than a guaranteed growth driver or SEO shortcut.
Understanding how accreditation works—what it does and does not do—helps small business owners place it in the right context as one component of a broader strategy based on honest practices, compliant use of reviews, and long-term customer relationships.