I never thought I would fall for something like this.
I am very disappointed with my experience. While applying for a UK ETA, I genuinely believed I was using the official government website. The design and wording of this website make it very easy to think that it is an official service. I ended up paying almost €100, only to discover afterwards that the official UK ETA costs significantly less. Although my ETA was eventually approved, I feel that the service fees are excessive and that it is not made sufficiently clear that this is a private third-party company, not the official UK government website. I hope this review helps other travellers avoid making the same mistake. Please double-check that you are using the official UK government website before paying for your ETA.