The Yellow Pages

The Yellow Pages logo

The Yellow Pages are telephone directories of businesses, organized by category rather than alphabetically by business name, in which advertising is sold. The directories were originally printed on yellow paper, as opposed to white pages for non-commercial listings.

Quick Fact


  • Ranked #3,462th worldwide
  • Active users 60 M
  • Type Review networks
  • Launched date May 8, 2012
  • Employees 2,635
  • Headquarters Tucker, Georgia, U.S.
  • Parent company YP Holdings. (2012 - present)


Dane Madsen Washington


  • Brand value In 2020 N/A
  • Revenue in 2020 $2.4 B
  • Net loss In 2020 N/A


DefinitionThe Yellow Pages. (via

The name and concept of "yellow pages" came about in 1883, when a printer in Cheyenne, Wyoming, working on a regular telephone directory, ran out of white paper and used yellow paper instead. In 1886, Reuben H. Donnelley created the first official Yellow Pages directory.

The term Yellow Pages is not a registered name within the United States and is freely used by many companies. Telephone directories using the Internet domain name "" (where cc is the ccTLD) exist in 75 countries.

A particular yellow page is a print directory that provides an alphabetical listing of businesses within a specific geographical area.

Yellow pages directories are usually published annually and distributed for free to all residences and businesses within a given coverage area.

Original Idea

original ideaoriginal idea was founded in 1996 during the dotcom boom, by multiple co-founders, including CEO Dane Madsen. became part of Globalgate, an ecommerce incubator and investment company in 1998, which sold the business to its largest investors in 2001. In late 2004, BellSouth Corp and SBC Communications Inc. purchased Inc. reportedly for US$120M. The companies formed a joint venture to run the business.

The two companies had been working together on another joint venture called Cingular, a wireless carrier in the US. Each company had its own Online Yellow Pages: BellSouth owned and SBC owned The two sites effectively merged into the newly acquired

Brief History

1996 was founded by Dane Madsen.


Became part of Globalgate, an ecommerce incubator and investment company.


Sold the business to its largest investors.

2004 was acquired by AT&T (actually BellSouth and SBC at the time) for US$120M.

BellSouth owned

SBC owned

The two sites effectively merged into the newly acquired


SBC acquired AT&T

Mar AT&T acquired Bellsouth for US$67B. became a wholly owned subsidiary of AT&T.


10M reviews and opinions.

May Cerberus Capital Management acquired a majority share of LLC.
Jul YP was included in PaidContent50's list of “the world's most successful digital media companies” based on 2011 digital ad revenue.

YP rebranded and positioned itself in the field of digital marketing.

Jul YP app was ranked #37 out of the top 100 applications downloaded for Apple's smartphone.

Marketing operations have been rebranded to YP Marketing Solutions.

Jul YP Holdings was acquired by Dex Media which became DexYP.

13M users visited.

Network Features

Search results are sorted by a combination of factors to give you a set of choices in response to your search criteria.

Search results
																Search results on Yellow Pages. (via

  • Name: The last name is required but you can also include a first name, city or zip code, and state.
  • Address: An address is required to run the reverse address lookup.
  • Phone Number: The reverse search for a phone number lets you enter just a number to see what Yellow Pages can tell you about who it belongs to.

YP's My Book

The revamped site incorporates a more user-centric design to enhance the consumer experience and introduces YP's My Book, an innovative new feature that goes beyond traditional local search capabilities.

My Book enables the site’s 40M monthly visitors to curate and manage their collection of local merchants, helping them connect, reconnect and refer their go-to businesses.

  • My Book: Save and share personal collections of favorite businesses.
  • You Might Like: Quickly browse nearby restaurants that are similar to recent searches.
  • Coupons Nearby: Discover and cash in on thousands of deals offered by local merchants.
  • Popular Articles & Interviews: Get inspiration for a project from celebrity experts in home improvement, food, and more.


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