The brands with the most complaint searches on Google Chile in 2026: ranking of 64 companies

When something goes wrong with a bank, a telco or the power company, many people do not call: they type “reclamo” (complaint) plus the brand name into Google. Those searches are a public gauge of a company's reputation, and almost nobody measures them. At ESBUENISIMO LINKS we reviewed complaint searches about 64 Chilean brands in eight sectors: they add up to 45,590 searches a month, and three brands take almost a third.

We measured Google search volume in Chile for four variants per brand (“reclamo brand”, “reclamos brand”, “brand reclamo” and “brand reclamos”) using the DataForSEO Google Ads API on November 13, 2026. Google groups those variants, so we took the one with the highest volume to avoid counting the same search twice. The figures are monthly averages between November 2025 and October 2026.

The method has two limits. First, it only counts people who search on Google: those who complain directly in the app, by phone or at SERNAC, Chile's consumer protection agency, do not show up. Second, some brands have names that are also common words (Paris, Claro, Mundo, Easy); in those cases the search “reclamo + brand” is fairly specific but may include some noise. Even with those limits, the data is public, free to check and updated every month, something no reputation survey offers. And because Google reports the same metric for every brand, the comparison between companies and sectors is consistent.

45,590monthly complaint searches about 64 brands

135,000monthly searches for “sernac”

655Kcomplaints SERNAC received in 2025

Source: Google Ads via DataForSEO, monthly average from November 2025 to October 2026 in Chile, queried November 13, 2026. Analysis by ESBUENISIMO LINKS; SERNAC 2026 public accounts report, via Radio Agricultura, July 27, 2026

View the data as a table

monthly complaint searches about 64 brands	45,590
monthly searches for “sernac”	135,000
complaints SERNAC received in 2025	655K

The brands with the most complaint searches on Google Chile

CGE, the power distributor, tops the ranking with 5,400 complaint searches a month. Entel and Movistar follow with 4,400 each, and BancoEstado and Enel with 3,600. The top 10 includes five telcos, two power companies, a bank, a department store and a supermarket.

CGE5,400

Entel4,400

Movistar4,400

BancoEstado3,600

Enel3,600

VTR2,900

Falabella1,900

Claro1,900

Lider1,600

WOM1,600

Blue Express1,300

Chilexpress1,000

Uber1,000

Aguas Andinas880

Ripley720

LATAM720

Starken720

Jumbo590

Mercado Libre590

Sodimac590

Source: Google Ads via DataForSEO, monthly average from November 2025 to October 2026 in Chile, queried November 13, 2026. Analysis by ESBUENISIMO LINKS

View the data as a table

CGE	5,400
Entel	4,400
Movistar	4,400
BancoEstado	3,600
Enel	3,600
VTR	2,900
Falabella	1,900
Claro	1,900
Lider	1,600
WOM	1,600
Blue Express	1,300
Chilexpress	1,000
Uber	1,000
Aguas Andinas	880
Ripley	720
LATAM	720
Starken	720
Jumbo	590
Mercado Libre	590
Sodimac	590

An important caveat: more complaint searches do not automatically mean worse service. A company with millions of customers gets more complaints than a small one, even if it serves them better. That is why, further down, we compare complaints with searches for the brand itself.

Telecoms and utilities dominate complaint searches on Google

By sector, telecoms account for 34.9% of complaint searches about the 64 brands, and utilities (power, water and gas) another 23.0%. Retail comes third with 15.8%, and pension funds barely appear: their members complain through other channels.

Telecoms34.9%

Utilities23.0%

Retail15.8%

Banking and payments11.3%

Delivery and apps11.2%

Airlines2.4%

Health insurers (isapres)1.0%

Pension funds (AFP)0.4%

Source: Google Ads via DataForSEO, monthly average from November 2025 to October 2026 in Chile, queried November 13, 2026. Analysis by ESBUENISIMO LINKS

View the data as a table

Telecoms	34.9%
Utilities	23.0%
Retail	15.8%
Banking and payments	11.3%
Delivery and apps	11.2%
Airlines	2.4%
Health insurers (isapres)	1.0%
Pension funds (AFP)	0.4%

Google's data does not exactly match the official figures, and that is information too. According to SERNAC's 2026 public accounts report, Chile's consumer protection agency received about 655,000 complaints in 2025, led by retail with 22%, followed by financial services (18%) and telecoms (15%), as reported by Radio Agricultura. On Google, by contrast, telcos and power companies weigh much more: they are services people use every day, and a failure is felt within minutes.

Which brands get the most complaints per search for their name

To adjust for size, we divided complaint searches by searches for the brand. We did this only with names that are not common words, in banking, payments, telecoms and airlines. Entel and Movistar get 6.54 complaint searches for every 1,000 searches for their name; BancoEstado, searched more than six million times a month, just 0.59.

Source: Google Ads via DataForSEO, monthly average from November 2025 to October 2026 in Chile, queried November 13, 2026. Analysis by ESBUENISIMO LINKS

View the data as a table

	Brand searches (thousands)	Complaint searches
Entel	673	4,400
Movistar	673	4,400
MACH	18	90
WOM	450	1,600
Mercado Pago	165	260
Tenpo	33	50
LATAM	823	720
BancoEstado	6,120	3,600
Bci	673	320
Santander	1,000	390
JetSMART	823	320
SKY Airline	165	50
Banco Falabella	1,220	140
Scotiabank	823	90
Itaú	368	40

Digital wallets have high ratios for their size: MACH reaches 4.97, and Tenpo and Mercado Pago are above every traditional bank. It is a typical pattern for young brands with many new users: more questions, more account blocks and more searches on how to complain. For the communications team, that ratio is a more useful early warning than raw volume. If it rises for two or three months in a row, something is failing in customer service before it reaches the press. Banks, by contrast, show very low ratios: their customers search for the brand mostly to log in, check balances or find a branch, which dilutes the share of complaint searches.

Crises also leave a mark on complaint searches

The monthly series shows when a problem becomes widespread. Complaint searches about CGE went from 2,900 in May 2026 to 9,900 in July and August, and those about Enel rose from 1,900 in April to 5,400 in July. BancoEstado peaked in June 2026 with 6,600, and in retail and delivery companies the peaks come in December, the month of Christmas shopping.

CGEEntelMovistarEnelBancoEstadoFalabella

Source: Google Ads via DataForSEO, monthly average from November 2025 to October 2026 in Chile, queried November 13, 2026. Analysis by ESBUENISIMO LINKS

View the data as a table

	CGE	Entel	Movistar	Enel	BancoEstado	Falabella
Nov 25	5,400	4,400	4,400	3,600	2,900	1,900
Dec 25	5,400	4,400	4,400	2,900	2,900	2,900
Jan 26	4,400	4,400	5,400	3,600	3,600	1,900
Feb 26	3,600	4,400	4,400	2,900	2,900	1,600
Mar 26	3,600	5,400	4,400	2,900	2,900	1,600
Apr 26	2,900	4,400	4,400	1,900	2,900	1,600
May 26	2,900	4,400	4,400	2,400	2,900	1,600
Jun 26	3,600	4,400	4,400	2,900	6,600	2,400
Jul 26	9,900	6,600	5,400	5,400	4,400	1,600
Aug 26	9,900	5,400	4,400	4,400	3,600	1,600
Sep 26	5,400	4,400	4,400	3,600	2,900	1,300
Oct 26	4,400	4,400	4,400	3,600	2,900	2,400

Those weeks define a brand's reputation, and today not only on Google: when someone asks ChatGPT about the company in the middle of a crisis, the answer is built from the stories published in those days. We explain it in our guide to crisis management in AI.

The full list of brands and complaint searches

This table lists all 64 brands with their monthly average and peak month. You can search for your brand or your competitors', and sort by any column to compare sectors. Brands outside the list can be measured the same way in a few minutes.

Brand	Sector	Searches per month	Peak month	Searches in peak month
CGE	Utilities	5,400	Aug 26	9,900
Entel	Telecoms	4,400	Jul 26	6,600
Movistar	Telecoms	4,400	Jul 26	5,400
BancoEstado	Banking and payments	3,600	Jun 26	6,600
Enel	Utilities	3,600	Jul 26	5,400
VTR	Telecoms	2,900	Aug 26	3,600
Falabella	Retail	1,900	Dec 25	2,900
Claro	Telecoms	1,900	Aug 26	2,400
Lider	Retail	1,600	Oct 26	2,400
WOM	Telecoms	1,600	Aug 26	1,900
Blue Express	Delivery and apps	1,300	Dec 25	2,400
Chilexpress	Delivery and apps	1,000	Dec 25	1,600
Uber	Delivery and apps	1,000	Nov 25	1,600
Aguas Andinas	Utilities	880	Mar 26	1,300
Ripley	Retail	720	Dec 25	1,300
LATAM	Airlines	720	Feb 26	1,000
Starken	Delivery and apps	720	Dec 25	1,300
Jumbo	Retail	590	Aug 26	720
Mercado Libre	Retail	590	Dec 25	880
Sodimac	Retail	590	Oct 26	720
Mundo	Telecoms	590	Jul 26	1,000
Correos de Chile	Delivery and apps	590	Jul 26	720
Paris	Retail	480	Jun 26	1,000
Santander	Banking and payments	390	Mar 26	480
Bci	Banking and payments	320	Oct 26	480
JetSMART	Airlines	320	Oct 26	390
Esval	Utilities	320	Jan 26	390
Mercado Pago	Banking and payments	260	Nov 25	320
Hites	Retail	260	Oct 26	390
Uber Eats	Delivery and apps	260	Dec 25	390
Easy	Retail	210	Apr 26	480
Banmédica	Health insurers (isapres)	170	Aug 26	170
Banco Falabella	Banking and payments	140	Jan 26	210
Essbio	Utilities	140	Aug 26	170
Metrogas	Utilities	140	Aug 26	210
GTD	Telecoms	110	Mar 26	170
Consalud	Health insurers (isapres)	110	Mar 26	140
DiDi	Delivery and apps	110	May 26	140
Banco de Chile	Banking and payments	90	Oct 26	110
Scotiabank	Banking and payments	90	Aug 26	110
MACH	Banking and payments	90	Jan 26	210
Abcdin	Retail	90	Dec 25	140
Colmena	Health insurers (isapres)	90	Sep 26	110
Rappi	Delivery and apps	90	Aug 26	90
Temu	Retail	70	May 26	90
AFP ProVida	Pension funds (AFP)	70	Dec 25	110
Banco Ripley	Banking and payments	50	May 26	170
Tenpo	Banking and payments	50	Mar 26	90
La Polar	Retail	50	Dec 25	70
SKY Airline	Airlines	50	Sep 26	70
Cruz Blanca	Health insurers (isapres)	50	Aug 26	70
AFP Capital	Pension funds (AFP)	50	Oct 26	50
PedidosYa	Delivery and apps	50	May 26	70
Itaú	Banking and payments	40	Oct 26	50
CMR Falabella	Banking and payments	30	Apr 26	40
Shein	Retail	30	Dec 25	50
AliExpress	Retail	20	Dec 25	40
Vida Tres	Health insurers (isapres)	20	Jan 26	30
Nueva Masvida	Health insurers (isapres)	20	Jun 26	30
AFP Modelo	Pension funds (AFP)	20	Oct 26	30
AFP Uno	Pension funds (AFP)	20	Mar 26	30
AFP Habitat	Pension funds (AFP)	10	Oct 26	10
AFP Cuprum	Pension funds (AFP)	10	Oct 26	10
AFP PlanVital	Pension funds (AFP)	10	Oct 26	10

Source: Google Ads via DataForSEO, monthly average from November 2025 to October 2026 in Chile, queried November 13, 2026. Analysis by ESBUENISIMO LINKS

What to do if your brand is near the top

A communications or marketing manager can use this data in three ways:

1. Measure it every month, alongside brand searches. It is the same logic as share of search, applied to reputation.
2. Check what shows up when someone searches “reclamo” plus your brand, on Google and in ChatGPT. If the first thing is a complaints forum, that is the story AI will repeat.
3. Build a counterweight with third-party content: media stories with data, cases and clear answers. They do not erase complaints, but they balance what Google and AI read. That is what our corporate online reputation service is for, combining monitoring with linked stories in Chilean media. To track progress, see how to measure a company's digital reputation.