TrueLocal
TrueLocal is an Australian local business directory platform operated by Thryv Australia, connecting consumers with SMB service providers across plumbing, legal, automotive, healthcare, and hospitality verticals via searchable listings and reviews in major metro markets.
- Company typePrivate
- Founded2006
- HeadquartersSydney, Australia
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What TrueLocal does
TrueLocal is an Australian local business directory platform that connects consumers searching for local service providers with listed small and medium businesses across Australia. Operated by Thryv Australia Pty Ltd (formerly Sensis/YP Australia) and headquartered in Sydney, the platform has been active since circa 2006 and serves both consumer search users (free, ad-supported) and SMB advertisers (freemium listings with paid upgrades). Coverage spans major Australian metropolitan markets including Sydney, Melbourne, Brisbane, Adelaide, Perth, Newcastle, Canberra, Townsville, Sunshine Coast, and Hobart, with vertical breadth across home services (plumbers, electricians, locksmiths, pest control), professional services (lawyers, accountants, doctors), automotive (mechanics, auto electricians, wreckers), and hospitality (restaurants, cafes).
The platform is built as a self-serve, web-based directory with category-based navigation, location-based search, integrated reviews and ratings, and structured business profile pages. Businesses create free listings with contact details, hours, and descriptions, and can upgrade to paid placements for enhanced visibility. The directory displays 3,000+ results per major category, reflecting an extensive accumulated business database. The platform integrates with Yellow Pages digital marketing services, enabling cross-promotion of paid advertising, SEM, and social marketing solutions to SMB advertisers. As a private subsidiary of Thryv Australia, no funding history or detailed financial disclosures are publicly available, and the product appears to function as one component within Thryv Australia's broader SMB software and marketing portfolio.
TrueLocal's strategic value derives principally from inherited brand equity through the Yellow Pages / Thryv Australia ecosystem and from organic search presence for local-intent queries — both of which provide a defensive moat against new entrants. The revenue model is freemium for listings supplemented by advertising and digital marketing services upsell through the Yellow Pages partnership.
TrueLocal firmographics
Firmographics- Name
- TrueLocal
- Legal name
- Thryv Australia Pty Ltd
- Website
- https://truelocal.com.au
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- TrueLocal is an Australian local business directory platform operated by Thryv Australia, connecting consumers with SMB service providers across plumbing, legal, automotive, healthcare, and hospitality verticals via searchable listings and reviews in major metro markets.
- Ownership category
- akta.pro rank
TrueLocal industry classification
Industry- Product category
- Local Business Directory
- NAICS
- Web Search Portals and All Other Information Services (51929)
- SIC
- Retail-Grocery Stores (5411)
- akta.pro primary industry
- Local Search & Business Directories (BPAMAAAE)
Keywords
Where TrueLocal is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
TrueLocal business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Operations
Revenue model
- Business Directory Listings: Free basic listings for local businesses with paid upgrade options for enhanced visibility and preferred placement in search results
- Digital Marketing Services: Paid advertising and marketing solutions for businesses including SEM, social marketing, and online ad placement through Yellow Pages digital marketing services
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free basic listing with core directory features |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
TrueLocal product offering
Product offeringCore offering
TrueLocal is a web-based local business directory platform that enables Australian consumers to search for and discover local businesses by category (plumbers, electricians, lawyers, dentists, restaurants, mechanics, etc.) and geographic location across major Australian cities. Australian businesses can create free basic listings or purchase paid advertising and premium placements, with digital marketing services offered through Yellow Pages partnership.
Product overview
TrueLocal is a local business directory platform for Australian businesses, operated by Thryv Australia (formerly Sensis/YP Australia). The platform operates as a single unified product offering a directory service where users can search for and discover local businesses by category and location. The core product consists of business listings with search and discovery functionality, reviews/ratings, and location-based navigation. Additional services include marketing solutions offered through Yellow Pages partnerships. The platform covers major Australian cities including Sydney, Melbourne, Brisbane, Adelaide, Perth, Newcastle, Canberra, Townsville, Sunshine Coast, and Hobart, with categories spanning home services (plumbers, electricians, locksmiths), professional services (lawyers, accountants, doctors), automotive (mechanics, auto electricians), and hospitality (restaurants, cafes).
Differentiator
Problem solved
Functional benefit
Products and services
- TrueLocal Business Directory A web-based local business directory platform enabling Australian consumers to discover, search, and connect with local businesses across various categories and locations. The platform provides business listings with contact information, reviews, ratings, and location-based search functionality for cities across Australia.
- TrueLocal Marketing Services
Companies that use TrueLocal
Customer profileSegments2 records
Ideal customer profiles2 records
TrueLocal technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
TrueLocal partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Yellow Pages (Thryv Australia)coreTrueLocal is operated by Thryv Australia and functions within the Yellow Pages digital ecosystem. The platform cross-promotes Yellow Pages digital marketing services including online advertising, SEM, and social marketing solutions for small businesses.
Scale indicators2 records
Recent moves4 records
Expansion highlights4 records
TrueLocal competitors and assessment
Company assessmentDirect peers
- Yellow Pages Australia: Sister brand within Thryv Australia offering the parent Yellow Pages directory with overlapping category coverage and SMB advertising products. Operates the same paid marketing services that TrueLocal cross-sells, making them the most directly comparable directory platform in Australia.
- hipages: Australian marketplace connecting consumers with tradies and home-service professionals. Competes with TrueLocal for the same home-services SMB advertising dollars and consumer home-services intent, with deeper booking/quote functionality.
- Oneflare: Australian online services marketplace for local professionals across home, business, and lifestyle categories. Directly overlaps TrueLocal's SMB discovery value proposition and targets the same Australian consumer-intent traffic.
- Localsearch: Australian-owned digital marketing agency and business directory offering listings, websites, and digital ads to SMBs. Competes head-to-head for the same Australian local-business advertising wallet.
- StartLocal: Australian online business directory providing free and premium listings across local categories. Closest pure-play horizontal directory competitor to TrueLocal in Australia.
- Airtasker: Australian-founded marketplace for hiring local service providers across hundreds of categories. Competes with TrueLocal for both consumer local-services intent and SMB/tradie customer acquisition spend.
Broad incumbents
- Google Business Profile: Google's free local business listing and discovery product integrated with Search and Maps. Sets the de facto standard for local business discovery globally and is the dominant threat to any horizontal directory's consumer traffic.
- Yelp: Global reviews-and-directory platform monetizing SMB advertising and partnerships. Comparable freemium-to-paid SMB advertising model with strong review-driven consumer engagement, though anchored in the US/UK rather than Australia.
- Thumbtack: US-based marketplace that matches consumers with local professionals and monetizes via paid SMB leads. Comparable intent-capture and SMB monetization mechanics to TrueLocal at significantly larger scale.
- Angi: US home-services marketplace and directory combining lead generation, reviews, and advertising. Comparable SMB monetization depth in the home-services vertical that drives a large share of TrueLocal's category mix.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
TrueLocal social profiles
Digital presenceTrueLocal financial estimates
Financial estimateRevenue estimate
Valuation estimate
TrueLocal leadership team
Management profileNumber of profiles
TrueLocal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TrueLocal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TrueLocal
What does TrueLocal do?
TrueLocal is a web-based local business directory platform that enables Australian consumers to search for and discover local businesses by category (plumbers, electricians, lawyers, dentists, restaurants, mechanics, etc.) and geographic location across major Australian cities. Australian businesses can create free basic listings or purchase paid advertising and premium placements, with digital marketing services offered through Yellow Pages partnership.
Is TrueLocal a public or private company?
TrueLocal is a private company. It is classified as corporate owned and is currently operating.
When was TrueLocal founded?
TrueLocal was founded in 2006. It employs 51 to 100 people.
Where is TrueLocal based?
TrueLocal is headquartered in Sydney, Australia, in the Oceania region.
How does TrueLocal make money?
Two revenue lines are on record. Business Directory Listings are the primary driver. The others are digital Marketing Services.
Who are TrueLocal's main competitors?
Direct peers on record are Yellow Pages Australia, hipages, Oneflare, Localsearch, StartLocal and Airtasker. Broad incumbents are Google Business Profile, Yelp, Thumbtack and Angi.
Does TrueLocal have an API?
No public API is recorded for TrueLocal.
What industry is TrueLocal in?
TrueLocal's product category is Local Business Directory. Its primary akta.pro industry code is BPAMAAAE, Local Search & Business Directories. Its NAICS code is 51929 and its SIC code is 5411.