Keeping ’em honest online

Founder hopes TrustCircle can weed out Web villains

BOSTON. In an effort to aid Internet users who wonder who’s on the other end of a online sale, trade or potential love connection, a Waltham-based start-up today launched an online reputation service aimed at eliminating anonymity.

TrustPlus, founded in 2006 by Shawn Broderick, will hold users accountable and hopefully erase the unknown.

“People would buy stuff from me on craigslist and I would think, ‘How do I know you are not an ax murderer?’” said Broderick, who thought of the program when he had piles of items in his basement that he needed to sell off.

The service will allow users who frequent social sites such as craigslist, eBay and Facebook to view the online reputation of others who use the program and to build their own reputations. They may also construct a “TrustCircle” with friends or family members who can offer advice on whether to trust another user. The program extends far beyond the bartering table.

“Just like in the real world, you might be the world’s best seller on eBay but that doesn’t mean anybody would want to date you,” said Broderick, who feels the program will help eliminate some muggings, kidnappings and other tragic results of online encounters.