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Yellowpages.com

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YP LLC
Company typeSubsidiary
IndustryOnline advertising
FoundedMay 8, 2012; 13 years ago (2012-05-08)
HeadquartersTucker, Georgia, U.S.
ProductsDigital Advertising
Print Directories
Web Design
Listing Management
Video Creation
Local Search Ads
SEO
SEM
Direct Marketing
Display Marketing
ParentYP Holdings
Websiteyellowpages.com

Yellowpages.com is a United States–based web site operated by Thryv[1][2] that provides listings for local businesses. In 2013, it was re-branded as YP.com or simply "YP". It currently offers a broad range of marketing tools including online presence, local search, display ads and direct marketing. It was previously a wholly owned subsidiary of AT&T.[3][4]

YP's consumer brands include the YP mobile app and yp.com, which are used by nearly 80 million consumers each month in the U.S. and The Real Yellow Pages directory.[5] In May 2016, YP entered into a partnership with the Better Business Bureau, displaying ratings for listings of businesses that have earned an A or A+ rating or BBB accreditation.[6]

History

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Yellowpages.com was founded in 1996 during the dotcom boom, by multiple cofounders, including CEO Dane Madsen.[7] Yellowpages.com 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. (both of which published phone directories using variants of the Yellow Pages name) purchased www.YellowPages.com Inc. reportedly for US$100 Million.[8] The companies formed a joint venture to run the business. The two companies had already been partners for the wireless phone service Cingular.[9] Each company had its own online Yellow Pages: BellSouth owned RealPages.com and SBC owned SmartPages.com. The two sites effectively merged into the newly acquired YellowPages.com.[8][10]

In 2009, the YELLOWPAGES.com site was rebranded as YP.com.[11][5]

In September 2018, 13 million users visited Yellowpages.com.[12]

Acquisitions

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In 2005, SBC acquired AT&T and took on the stronger AT&T brand.[13] One year later, AT&T acquired Bellsouth for US$67 Billion.[14] At this point, the YELLOWPAGES.com business was no longer a joint venture, instead, it became a wholly owned subsidiary of AT&T, also doing business as AT&T Interactive.[15]

On May 8, 2012, Cerberus Capital Management acquired a majority share of YELLOWPAGES.com LLC, as well as the print Yellow Pages business from AT&T.[16][17] The business is now operating under YP LLC. YP has expanded its offers to include digital marketing.

In July 2017, YP Holdings was acquired by Dex Media, which rebranded as Thryv Inc. in 2019.[18][19][20]

Recognition

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On July 31, 2012, YP was included in PaidContent50's list of "the world's most successful digital media companies" based on 2011 digital ad revenue.[21]

References

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  1. ^ "thry-20230630". www.sec.gov. Retrieved 2025-10-01.
  2. ^ Kolomeets, Vladislav (2023-03-18). "Thryv Holdings: From Yellow Pages To Software-As-A-Service (NASDAQ:THRY) | Seeking Alpha". seekingalpha.com. Retrieved 2025-10-01.
  3. ^ "AT&T- News Room". Att.com. 2006-12-29. Retrieved 2012-01-31.
  4. ^ Hsu, Tiffany (2012-04-09). "Left at the door: AT&T dumps majority share in Yellow Pages". Los Angeles Times. Retrieved 2025-10-01.
  5. ^ a b Marks, Gene (2015-01-28). "Do People Still Use the Yellow Pages? The Answer May Surprise You". Inc.com. Retrieved 2020-03-06.
  6. ^ "BBB Ratings Now Appear on YP Business Listings". smallbiztrends.com. 2016-05-03.
  7. ^ Feldman, Amy. "Alex Algard Risked Everything To Turn His Struggling Firm, Whitepages, Into A Growing Tech Company". Forbes. Retrieved 2024-12-13.
  8. ^ a b "BellSouth, SBC jointly buying YellowPages.com". NBC News. 2004-11-04. Retrieved 2025-09-29.
  9. ^ Hines, Matt (7 November 2004). "SBC, BellSouth let their fingers do the walking". CNET. Retrieved 2025-09-29.
  10. ^ Latour, Almar (2004-11-04). "BellSouth, SBC Plan Web Service For Yellow Pages - WSJ". The Wall Street Journal. ISSN 0099-9660. Retrieved 2025-09-29.
  11. ^ "AT&T Formally Announces YP Brand Change". Screenwerk. Retrieved 2018-04-05.
  12. ^ "Quantcast". Quantcast. Archived from the original on 2018-10-13. Retrieved 2018-10-12.
  13. ^ "SBC agrees to acquire AT&T for $16 billion". NBC News. 2005-01-30. Retrieved 2024-12-13.
  14. ^ "All work, no play for Mr Hands-on". South China Morning Post. 2006-03-25. Retrieved 2024-12-13.
  15. ^ "Left at the door: AT&T dumps majority share in Yellow Pages". Los Angeles Times. 2012-04-09. Retrieved 2025-02-12.
  16. ^ "Company Overview : YP". Yellow Pages. 2016. Retrieved 2016-03-04.
  17. ^ "AT&T Completes Sale of Advertising Solutions and Interactive Business Units to Cerberus - MarketWatch". MarketWatch. 2012-05-08. Archived from the original on May 11, 2012. Retrieved 2016-03-04.
  18. ^ Berman, Laura (2017-07-01). "The Yellow Pages, Which Apparently Still Exists, Has Been Acquired by Dex Media". TheStreet. Retrieved 2018-06-28.
  19. ^ Laughlin, Charles (2019-07-15). "DexYP Makes it Official, Changes Name to Thryv". Localogy. Retrieved 2025-10-01.
  20. ^ Swanger, By Ben (2022-11-14). "Joe Walsh is Building a Billion-Dollar SaaS Empire - D CEO Magazine". D Magazine. Retrieved 2025-10-01.
  21. ^ "paidContent 50: The world's most successful digital media companies". Gigaom. July 31, 2012. Archived from the original on April 2, 2014.
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