Trust and transparency
How validation works
Instead of one vague verified checkmark, every storefront shows the specific checks that were completed, when they happened, and what they do not prove.
- Level 0
Application Pending
The business has applied but initial review is not complete. Storefronts at this level are normally not public.
- Level 1
Basic Business Review
Staff reviewed business identity, website, contact information, and publicly available business records. This confirms the business appears to exist. It does not confirm veteran ownership or product quality.
- Level 2
Voice Verified
Staff spoke directly with the owner or an authorized representative by phone.
- Level 3
Video Verified
Staff completed a live video conversation with the owner or an authorized representative.
- Level 4
Product or Location Verified
Staff examined a representative product, sample, business document, workshop tour, or other accepted evidence. Exactly what was reviewed is stated on the storefront.
Claim-specific badges
These badges are separate from the overall level. Each one describes a single claim that was reviewed.
Shipping origin is not manufacturing origin
A product shipped from a United States address does not prove it was made in the United States. We publish exactly what was reviewed and never infer more.
Physical samples and verification items
When a Level 4 review calls for a product sample, we treat that item with the same respect as the business that made it:
- Never sold. We never resell samples or profit from them.
- Never misrepresented. We never present a sample as something we own, made, or designed.
- Donated only with approval. With the merchant's explicit prior approval, a sample may be donated to a veteran organization or veteran non-profit for a fundraising auction or raffle.
- Always credited. Any donated item is clearly presented as the work of the business that made it, with their name and storefront shown.
- Returnable. Merchants may ask for their sample back instead.
What stays private
Identification documents, private addresses, tracking numbers, and internal notes are stored where only administrators can see them. Public storefronts show only a plain-language summary of what was checked.
Records, expiry, and revocation
Each validation record carries a completion date, an optional recheck date, the responsible administrator, and a public explanation. Merchants can request reconsideration but can never set their own level.
Revocation, 14-day cure window & 30-day removal
A review can start from a scheduled recheck, a shopper or community report, or a staff integrity audit. Reports that clearly lack substance are dismissed. Anything else follows a published timeline:
- Inquiry (14 days). The storefront stays listed and its links stay active, but its badge changes to "Validation under review" and a neutral notice shows the date the merchant's response window ends. An inquiry is not a finding.
- Outcome. If the merchant resolves the concern, the notice is removed. If a single claim can't be confirmed, only that badge is removed or the level is lowered, and the change is recorded in the public history.
- Revocation & suspension (30 days). If the issue isn't cured, validation is revoked. The storefront leaves the directory, wings, search, and Mall Concierge. Its page shows a public suspension notice with the reason, the revocation date, and the date the page will be permanently removed. Links to the business are disabled.
- Permanent removal. If the merchant hasn't resolved the issues with our staff by the removal date, the page is taken down entirely.
Where there is evident fraud or serious risk to shoppers, staff may suspend a listing immediately without the 14-day window. Public notices give only a plain-language reason; detailed evidence stays private. A merchant may request reconsideration at any time before the removal date, and may reapply later once the cause has been cured.
Paying does not buy trust
Paid placement never affects validation status or review scores.
Validation reflects only the specific checks described on each storefront. It is not a guarantee of product quality, customer satisfaction, delivery, legality, safety, or future conduct.
Questions about a specific storefront? Report a concern and a person will review it.