Yell Buying TrustedPlaces To Inject User Reviews In To Yellow Pages

It’s lost more than a tenth of its revenue in the last year; now it’s buying one of the most talked-about user-contributed local reviews sites.

Yell says it’s acquiring TrustedPlaces so that, “for the first time, enable consumers to recommend a local business through its website”, which already has two million of its own listings and 399,000 advertisers.

Sounds like TrustedPlaces may even disappear as its own brand – its listings will be added to, “leading to full integration under the domain”, according to the release.

And Yell Group plans to spread the TrustedPlaces technology throughout its US, Spain and Latin America assets – that’s Yellowbook and Yell Publicidad respectively.

Yell’s UK new media president Mark Canon, in the announcement: