There is nothing technical that says this is how it has to be. A "business directory" that is vetted and paid for (like the old "Yellow Pages" used to be) could be trustworthy.

Angie's List started out this way but I think it has been corrupted since the merger with HomeAdvisor. I could be wrong about that.

Establishing trust would be the tricky part. People are so used to 80% of the internet being scams and clickbait. But that certainly goes for Facebook pages as well.