YP

What YP does

YP (The Real Yellow Pages) is a US-based local business directory and marketing platform that connects consumers searching for local services with small and medium businesses seeking local visibility. Founded in 1996 and headquartered in Tucker, Georgia, the company operates a two-sided marketplace across more than 50 major US metropolitan areas, covering categories including restaurants, dentists, plumbers, contractors, electricians, auto repair, roofing, attorneys, and hotels. YP serves two primary customer segments: individual consumers performing local search, and local businesses seeking customer acquisition, with a horizontal segmentation approach spanning diverse verticals.

YP's core product is a web-based directory platform (yellowpages.com) supplemented by iOS and Android mobile applications. The technology stack centers on searchable business listings indexed by category and city, a free listing-claim and management workflow that includes job-posting functionality, a Q&A community platform covering health, legal, financial, automotive, home improvement, and pet topics, and an 'Explore Cities' navigation layer. People search is delivered through a third-party partnership with Intelius.com rather than as an in-house capability. All YP trademarks, including 'The Real Yellow Pages' and the YP logo, are registered to Thryv, Inc., which owns YP as a subsidiary and links SMB traffic into its broader marketing and sales software offering.

The business model is a freemium, two-sided advertising marketplace. Businesses can claim and manage listings free of charge, while YP monetizes through quote-based premium advertising subscriptions sold via a direct sales team (reachable at 1-866-794-0889) and self-serve upgrades. Consumer access is free and supported by organic search traffic and 208K+ cumulative mobile app downloads. No revenue, ARR, or transaction figures are disclosed in the available data, and there are no AI, API, or integration capabilities referenced in the company's documented product surface.

Name

YP

Legal name

Thryv, Inc.

Website

http://www.yp.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

YP (The Real Yellow Pages) is a US-based local business directory and marketing platform connecting consumers with local SMBs across 50+ major US cities. Owned by Thryv, Inc., it operates a freemium model with free business listings, quote-based paid advertising subscriptions, and iOS/Android mobile apps.

Ownership category

akta.pro rank

Product category

Online Local Business Directory

NAICS

Web Search Portals and All Other Information Services (519290), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310)

akta.pro primary industry

Local Search & Business Directories (BPAMAAAE)

akta.pro secondary industry

Local & Location-Based Performance Advertising (Local Search/Maps, Geo-targeting) (BPAFACAL)

Keywords

• Local business directory
• Local advertising services
• Online business search
• SMB marketing solutions
• Local search platform

Headquarters

HQ city

Tucker

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Advertising Services: YP offers marketing and advertising services to local businesses wanting to increase their visibility on the platform. Businesses can advertise to reach local customers searching for their services. Pricing is quote-based for premium advertising packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

YP (The Real Yellow Pages) operates an online local business directory and search platform that helps consumers find local businesses, professionals, and services by category and city across the United States. It monetizes primarily by selling premium advertising placements and marketing solutions to local businesses seeking visibility, while also offering free business listings and a Q&A community to drive consumer engagement. The platform is accessible via its website (yellowpages.com), iOS and Android mobile apps, and is supported by an SEO-driven content strategy across 50+ U.S. metro areas.

Product overview

YP (The Real Yellow Pages) is a local business search platform offering a directory of millions of U.S. businesses searchable by category and city. The core product operates as a unified platform combining business search, people search (via Intelius partnership), city exploration, and a community Q&A feature. Supplementary offerings include a free business listing management tool with job posting capabilities, a mobile application for on-the-go access, and paid marketing/advertising services for businesses seeking enhanced visibility.

Differentiator

Problem solved

Functional benefit

Products and services

• The Real Yellow Pages (YP) Directory A web-based local business search directory that lets consumers find businesses, professionals, and services by category and city across the United States. Available free to consumers at yellowpages.com.
• YP Mobile App A free mobile application available on Android and iOS that lets users search millions of local businesses on the go.
• YP Find People A people search feature that enables users to locate individuals, with results delivered through a third-party partnership with Intelius.com.
• YP Explore Cities A city exploration and directory navigation feature that lets users browse local businesses by city across major U.S. metropolitan areas.
• YP Questions and Answers A community Q&A platform where users can ask questions about local services and share knowledge with others, covering categories such as health, legal, financial, automotive, and home improvement.
• YP Free Business Listing A complimentary listing management service that allows businesses to update their information and post job openings on their business profile at no cost.
• YP Marketing Services Paid advertising and marketing solutions for local businesses to maximize visibility and reach local customers through the YP platform, sold via direct sales with quote-based monthly subscription pricing.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Thryv, Inc.coreOthersYP is owned and operated by Thryv, Inc., a marketing and sales software company. YP operates as a product under the Thryv corporate umbrella, with links to Thryv's privacy policy, corporate blog, and marketing solutions. The copyright for YP marks is held by Thryv, Inc.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Thumbtack: Thumbtack is a marketplace connecting consumers with local professionals across home, events, and wellness, monetizing through paid leads — directly competitive with YP's paid SMB advertising in service categories.
• Yelp: Yelp is the most direct competitor in online local business search and reviews, serving the same two-sided SMB-to-consumer marketplace with a directory plus user reviews and paid advertising products for local businesses.
• HomeAdvisor: HomeAdvisor is a direct peer monetizing local home-services pros through pay-per-lead and subscription, overlapping with YP's home-services categories (plumbers, electricians, roofers, contractors).
• Angi (Angie's List): Angi is a direct peer in the local-services discovery space, monetizing through paid leads and advertising from local home-services professionals — a core YP vertical.
• Superpages: Superpages is a legacy online business directory offering local business listings and SMB advertising, directly comparable to YP's directory and search products.

Emerging players

• Tripadvisor: Tripadvisor operates a reviews-driven local-business discovery platform with paid advertising for hospitality and restaurant SMBs, partially overlapping with YP's restaurants and hotels categories.
• Nextdoor: Nextdoor operates a hyperlocal social network where consumers discover and recommend nearby businesses, with SMB advertising products that compete with YP for local-intent consumer attention.
• Foursquare: Foursquare operates location-discovery and local-business data products with advertising and API monetization, comparable to YP in the local-discovery and SMB data space.

Broad incumbents

• Google Business Profile (Google Maps): Google's free business listing and Maps platform is the dominant local-search incumbent that YP competes against for both consumer attention and SMB advertising spend, with substantially larger scale and integration into Google Search.
• Bing Places: Bing Places is Microsoft's business-listing and local-search offering, a broad incumbent competing in the same local-listing and SMB-discovery space as YP.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/YP
• Facebookfacebook.com/YP
• LinkedInlinkedin.com/company/yp

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about YP