The data behind every number we publish

Customer reviews

Source: CallNature review database (product_reviews). Position as at 3 September 2026.

Rating distribution, all published reviews

Fourteen of these reviews are one or two stars. We publish negative reviews. We do not remove a review because it is critical, and reviews are never filtered by rating before publication.

Where every published review comes from

Reviews by product

Authenticity checks and disclosures

• Reviewer identity. 83 published reviews carry an email address, and 71 of those resolve to a customer record we hold. The remaining 12 are social-media testimonials and carried-over reviews whose purchase records did not migrate with them, so there is no customer record left to match against.
• Incentivised reviews. We hold none. No published review was written in exchange for loyalty points, a discount or any other consideration. Where that changes, the review will be labelled as incentivised wherever it appears and excluded from the verified-purchase average.
• Social-media testimonials. Eighty-six are public posts by named individuals, retained with their original post IDs. They are genuine, but carry no purchase record, so they are excluded from the verified-purchase average.
• Carried-over reviews. Eighty-four genuine customer reviews were transferred from our previous store and website. The purchase records did not migrate, so we cannot re-verify them on request and they are excluded from the verified-purchase average.
• Supporting media. 83 published reviews include a customer photograph or video. 10 carry a public reply from us.

Scale and reach

Source: customer and order records. Counted as at 3 September 2026.

The “500,000+ bottles sold in 78 countries” figure

Advertising for Dental Pro 7 refers to 500,000+ bottles sold in 78 countries. That is a cumulative lifetime figure covering the brand’s entire trading history since 14 February 2002 — 24 years, across three successive commerce platforms and every channel the brand has sold through. The records reproduced on this page begin in April 2018. The claim is therefore older and larger than anything this page can independently reproduce, and the reason is the platform history set out below.

Which records exist, and for when

The last two windows overlap because the changeover ran across April and May 2026; orders appearing in both systems are matched and counted once, so the overlap does not inflate any figure on this page.

Around 16 of the brand’s 24 trading years therefore fall before our first automated export. Sales in that period were processed on platforms we no longer operate. The bottle counts carried forward from them come from the sales records those platforms produced at the time — they are real sales, but they are not in the database behind this page, so we can neither reproduce nor audit them here and we do not present them as verified on this page.

Within the window we can evidence — 7 April 2018 – 2 September 2026 — our records show 71,955 orders shipped. We quote orders rather than bottles for this window because the hosted platform recorded almost every order as a single line with no pack size attached: a six-bottle kit and a single bottle are indistinguishable in that export. The number of bottles despatched in this window is consequently higher than 71,955, by a multiple those records cannot establish. On the current platform, where pack size is recorded, paid items average 2.67 bottles each — but that covers only 678 items and is far too small and too recent to project backwards over 24 years.

The two numbers measure different things and are not alternatives to one another. Where a figure must be sourced entirely from the records reproduced on this page, we quote 71,955 orders shipped since April 2018 — orders, not bottles, and one platform era, not the full history. Where advertising quotes 500,000+ bottles, it should be read as the cumulative lifetime total across the brand’s whole trading history and every channel it has traded through.

Refunds and returns

Source: Stripe account transaction records. Window: 5 June 2025 – 2 September 2026.

The two figures differ because most refunds we issue are not returns. Every refund in the window was classified using the reason recorded against it in Stripe at the time it was processed:

Definitions and method

Denominator

Every payment that completed successfully in the window (684). Failed and abandoned payments are excluded.

Overall refund rate

Payments refunded in whole or in part, divided by completed payments. 17 ÷ 684 = 2.49%.

Product return rate

Payments refunded because the customer returned the product, divided by completed payments. 2 ÷ 684 = 0.29%.

Duplicate charge

A payment taken twice for the same order, reversed by us. Identified from the duplicate reason recorded in Stripe, or from two payments by the same customer inside a 180-minute window. These were a billing fault on our side, since corrected, and are excluded from the return rate because no product was returned.

Counting basis

18 refund transactions were issued against 17 payments, because one payment was refunded in two instalments. Rates are calculated per payment, not per transaction.

Repeat purchases

Source: Legacy store order export and current store order records. Window: 7 April 2018 – 2 September 2026.

Definitions and method

Window

The full trading history available to us, 7 April 2018 – 2 September 2026. No period has been excluded and no date range has been selected to improve the result. Shorter recent windows produce higher figures; we do not quote them.

One purchase

A single customer buying on a single calendar day. Our legacy records split one purchase into separate payment and order rows, so counting raw rows would roughly double the apparent repeat rate. Deduplicating by customer and day prevents this.

Repeat purchase rate

Purchases that are not a customer's first, divided by all purchases. 9,378 ÷ 50,598 = 18.53%.

Repeat customer rate

Customers with more than one purchase, divided by all customers. 6,148 ÷ 41,220 = 14.92%.

Sources

Two systems cover the window with an overlap and no gap: the legacy store to May 2026, and the current store from April 2026. Customers appearing in both are matched by email and counted once.

Customer loyalty

Repeat rate by joining year

Grouping customers by the year they first bought removes the distortion described above, because each group is measured on its own terms rather than against a shifting mix of new and returning buyers. This is the honest way to read retention over time, and we publish every year rather than the best one.

Cohorts are drawn from the legacy order records, which cover every year shown in full. The 12-month column is the comparable measure, since later cohorts have had less time to return. Customers who first bought in 2026 are excluded as too recent to assess.

What these figures do not establish

Stated plainly, so that nothing on this page is read as more than it is.

• None of the figures on this page are clinical or scientific evidence. They describe purchasing and refund behaviour and customer opinion. They say nothing about whether a product treats, prevents or cures any condition.
• Customer reviews are individual experiences. They are not typical results, and they are not a substitute for professional dental or medical advice.
• A low return rate reflects satisfaction, billing accuracy and expectation-setting. It is not a measure of product performance.
• A repeat-purchase rate reflects buying behaviour. It is not a measure of product performance.

Verification

Every figure on this page is reproducible from our payment records, order records and review database, with one stated exception: the cumulative 500,000+ bottles figure set out above, which pre-dates those records entirely and is attributed to the earlier platforms the brand traded on rather than evidenced here. If you are a regulator, advertising platform, publisher or customer and you want the underlying data or the queries used to produce a figure, write to hello@callnature.com quoting the version number at the top of this page and we will provide them.

Figures are re-derived on review rather than recalculated automatically, so that any claim made in advertising can be matched to the version of this page that was live on the day it was published. Every change to a figure is recorded in the version history at the foot of this page, including corrections to figures we previously published.