--- schema_type: "SoftwareApplication" entity_type: "Mobile Application" app_name: "The Real Yellow Pages - YP" developer_entity: "Thryv, Inc." bundle_id: "com.yellowpages.ypmobile" app_store_id: "284806204" category: "Travel" primary_platform: "ios" primary_monetization: "Free" offline_capable: false market_region: "US" platforms: "iOS" app_last_updated: "2025-11-04" report_date: "2026-06-13" last_verified: "2026-06-13T23:50:53.976Z" report_version: "10.8.9" total_reviews: 43207 overall_rating: 4.62 sentiment: "Upset" sentiment_score: 15 confidence: "low" confidence_score: 0.7 top_praise_theme: "Long-term users appreciate the historical utility of the business directory for finding contact information" top_complaint_theme: "Removal of the gas price comparison feature frustrates users who relied on it for daily utility" top_request_theme: "Restoration of the gas price lookup feature to regain the app's primary value proposition" review_sample_size: 49 total_review_count: 49 analyzed_review_count: 49 data_age_days: 18 momentum_velocity: "zombie" intelligence_version: 4 nemesis: "Tripadvisor: Plan & Book Trips" competitor_count: 7 tags: ["travel", "free", "upset sentiment", "mobile app", "app review", "app analysis", "local", "consumers", "seeking"] canonical_url: "https://marlvel.ai/intel-report/travel/the-real-yellow-pages-yp" license: "CC-BY-NC 4.0" content_version: "v2" --- # The Real Yellow Pages - YP App Audit ## TL;DR {#tldr} - **Category**: Travel · Free - **Signal**: Rating 4.62 · Sentiment Upset - **Recent focus**: Removal of the gas price comparison feature frustrates users who relied on it for daily utility (top complaint) · Long-term users appreciate the historical utility of the business directory for finding contact information (top praise) · Restoration of the gas price lookup feature to regain the app's primary value proposition (top request) > **TL;DR:** The Real Yellow Pages - YP is a travel app by Thryv, Inc., rated 4.62/5 by 43.2K users, with Upset user sentiment (15/100), available on iOS. > > **Marlvel.ai App Intelligence** — Independent analysis. US Market. No publisher influence. > **Key Insight:** The Real Yellow Pages - YP faces Upset user sentiment (4.62/5 from 43.2K reviews), with removal of the gas price comparison feature frustrates users who relied on it for daily utility as the primary user concern. ## Quick Facts | Fact | Value | | :--- | :--- | | **Rating** | 4.62/5 (43.2K reviews) | | **User Mood** | Upset | | **Category** | Travel | | **Developer** | Thryv, Inc. | | **Pricing** | Free | | **Platforms** | iOS | | **Confidence** | Low (0.7/1.0) | | **Data Age** | 0d | ## Metadata & Market Performance - **Publisher:** Thryv, Inc. - **Category:** Travel - **Target Audience:** Local consumers seeking quick access to business information, services, and transactional tools. - **Platforms:** iOS - **Version Audited:** 10.8.9 - **Audit Date:** 2026-06-13 - **Signal Count:** 49 reviews analyzed - **Confidence:** Low (0.7/1.0) - **App Store ID (iOS):** 284806204 - **Bundle ID:** com.yellowpages.ypmobile - **Performance Trend:** Declining - **Data Window:** Analysis based on signals collected up to 2026-06-13 ## Executive Snapshot **What it is:** The Real Yellow Pages is a local business directory app for iOS that provides contact information, restaurant menus, and transactional integrations. **Why users hire it:** Users hire the app to quickly locate and contact local businesses, but the recent removal of high-frequency utility features has disrupted the primary job-to-be-done. ## App DNA (Features & Intent) - **[Standard] Local Business Search:** Access to over 20 million business listings. * *User Intent:* Users want to quickly find relevant content or features. - **[Differentiator] GrubHub Integration:** Direct food ordering within listings. - **[Differentiator] Fandango Integration:** In-app movie ticket purchasing. - **[Differentiator] Uber Ride Request:** Direct ride-hailing from listing pages. * *User Intent:* Users expect intelligent, adaptive experiences that learn from their behavior. ## Market Position {#market-position} YP holds a 4.62 rating across 43,207 total ratings, but the recent update has triggered a decline in sentiment. The lack of a transactional flywheel compared to Tripadvisor limits its growth in the travel and local discovery category. ## Monetization Strategy - **Model:** Free - **Tiers:** Free app with ad-supported business listings - **Analysis:** Monetizes through ad-inventory and B2B marketing services for listed businesses. ## 🔴 User Sentiment (Low Confidence: 49 of 49 reviews analyzed) {#user-sentiment} - **Overall Rating:** 4.62/5 - **Platform Split:** iOS 4.6/5 (43.2K ratings) - **Overall Sentiment:** Upset - **Note:** The 4.62/5 store rating reflects cumulative history, while the Upset sentiment reflects recent user reviews analyzed by our AI pipeline. ### Top Praises - **Long-term users appreciate the historical utility of the business directory for finding contact information** ### Top Complaints (Impact Areas) - **Removal of the gas price comparison feature frustrates users who relied on it for daily utility** ### Top Requests (What Users Want) - **Restoration of the gas price lookup feature to regain the app's primary value proposition** ## SWOT Analysis {#swot} **Core Strengths:** - 20-million-listing database provides foundational discovery utility - Established brand recognition in the directory market **Critical Frictions:** - 15 sentiment score indicates high churn risk - Technical instability causes search crashes - Inaccurate business data remains uncorrected **Growth Levers:** - Re-integrating fuel pricing to recover daily active usage - Expanding B2B partnerships for verified business data **Market Threats:** - Tripadvisor's transactional flywheel siphoning search intent - Specialized apps like GasBuddy dominating hyper-local utility ## Recent Changes (v3 → v4) {#recent-changes} The app's competitive position has declined due to feature removal and technical instability, shifting the outlook from stable to declining. **Overall trend**: Declining **Compared at**: 2026-06-13 ### High-impact changes - **[Shifted] Outlook Trend** (positioning) — Outlook trend shifted from stable to declining due to user churn and technical instability. - **[Added] User Sentiment Data** (sentiment) — Added sentiment metrics (15/100 score) highlighting search crashes and frustration over the removed gas price feature. - **[Added] Uber Integration** (features) — Added Uber ride request as a new differentiator feature. ### Medium-impact changes - **[Added] New Weaknesses** (swot) — Added technical instability (search crashes) and inaccurate business data as core weaknesses. - **[Added] Head-to-Head Analysis** (positioning) — Added detailed H2H verdict against Tripadvisor, identifying the lack of a transactional flywheel as a critical failure. ## Rivals Landscape {#rivals} > Competitive positioning identified by AI analysis of app features, category, and market signals. ### The Real Yellow Pages - YP vs Tripadvisor: Plan & Book Trips — Head to Head - **[Tripadvisor: Plan & Book Trips](https://marlvel.ai/intel-report/travel/com-tripadvisor-localpicks)** by Tripadvisor: Continues to dominate the local discovery space by evolving from a static directory into a high-frequency transactional platform. - **Key differences:** - Aggregates massive user-generated content flywheel that provides social proof for local businesses. - Deep integration of end-to-end booking for dining and experiences creates a sticky, high-intent user journey. - **Where The Real Yellow Pages - YP wins:** - ✅ Focuses on 'in-a-snap' local business directory utility without the bloat of global travel planning features. - ✅ Simpler, task-oriented interface for users who want quick contact info rather than long-form travel research. - **Where Tripadvisor: Plan & Book Trips wins:** - ❌ High-velocity release cadence (19 updates in 6 months) keeps the UI modern and features fresh compared to YP's slower cycle. - ❌ Transactional flywheel: integrates direct booking for dining and experiences, turning discovery into immediate revenue. - **Verdict:** YP must pivot from being a static directory to a transactional utility. To close the gap, YP should prioritize integrating direct booking capabilities for local services to prevent users from jumping to Tripadvisor for the final conversion step. ### Contenders (Strong Challengers) - **[GasBuddy: Find & Pay for Gas](https://marlvel.ai/intel-report/travel/com-gasbuddymobile-gasbuddy)** by GasBuddy Organization Inc: Maintains a specialized, community-driven pricing network that general directories cannot match in accuracy. - Crowdsourced real-time fuel pricing data provides a hyper-local utility that drives daily active usage. - Embedded payment processing and loyalty rewards create a transactional loop that keeps users within the ecosystem. ### Peers (What They Do Better) - **[Google Earth](https://marlvel.ai/intel-report/travel/com-google-b612)** by Google: Provides a spatial, map-first discovery layer that serves as a visual alternative to traditional text-based directory listings. - Immersive 3D visualization and satellite imagery offer a spatial context for locations that text-based directories lack. - Leverages Google's global mapping infrastructure for unparalleled geographic accuracy. - **[PayByPhone Parking](https://marlvel.ai/intel-report/travel/com-verrus-paybyphone)** by PayByPhone Technologies Inc.: Focuses on a single, critical 'in-the-moment' task that drives high-frequency, location-based engagement. - Deep integration with municipal parking infrastructure provides a functional utility that general directories lack. - High-frequency usage patterns create a sticky, task-oriented user base. - **[Skyscanner Flights & Travel](https://marlvel.ai/intel-report/travel/net-skyscanner-iphone)** by Skyscanner: Operates in the broader travel ecosystem, focusing on global flight and hotel search rather than local business discovery. - Global search engine architecture allows for complex multi-city routing that local directory apps cannot support. - Focuses on 'everywhere' search discovery to inspire travel planning. - **[KAYAK: Flights, Hotels & Cars](https://marlvel.ai/intel-report/travel/com-kayak-travel)** by KAYAK: Focuses on price comparison and booking aggregation rather than local business discovery. - Advanced price-tracking algorithms and predictive alerts provide significant value for long-distance travel planning. - Aggregates inventory across fragmented travel providers to offer a unified booking interface. ### New Kids on the Block (What's Innovative) - **[Priority Pass™](https://marlvel.ai/intel-report/travel/com-prioritypass-loungelookupv2)** by Priority Pass Ltd: Focuses on premium travel experiences and lounge access, capturing the high-value segment of the travel audience. - Curates a gated, exclusive network of physical locations that adds tangible value to travel memberships. - Integrates digital membership cards directly into the app to streamline the lounge entry process. ## What's New - **Latest (v10.8.9, 6 months ago):** General maintenance including minor enhancements and bug fixes. ## App Momentum (Zombie) {#momentum} - Ships minor bug fixes only. - Removed gas price comparison feature. > **Cadence:** 1 total versions · 0 majors in last 6 months · 191 days since last update ## The "So What?" (Strategic Takeaway) {#so-what} The Real Yellow Pages - YP is a challenged travel app that is completely free. With a 4.62/5 rating from 43.2K reviews, it faces significant user friction. > **Bottom Line:** YP maintains a strong directory database but is losing its relevance to transactional competitors, so the team must prioritize restoring high-frequency utility features and fixing search stability to halt the current churn. **Best for:** Local consumers seeking quick access to business information, services, and transactional tools. ### PM Action Plan (Next Best Moves) - [ ] [PIVOT] [HIGH IMPACT] Restore gas price comparison feature because it is the top-requested missing utility → reduce churn — *Sentiment analysis identifies this removal as the primary driver of negative reviews and uninstalls.* _(trade-off: deprioritize Pause the planned UI refresh for the business listing page — user retention is currently the higher priority.)_ - [ ] [INVEST] [HIGH IMPACT] Audit search functionality because crashes are a top-three complaint → stabilize directory utility — *Users report the app crashes during searches, which prevents access to the core directory product.* _(trade-off: deprioritize Delay the integration of new affiliate partners — stability is required to maintain current traffic.)_ ### Feature Gaps vs Competitors - Real-time fuel pricing (available in GasBuddy but missing here) - End-to-end booking for local services (available in Tripadvisor but missing here) ### Outlook: Declining The local discovery market is shifting toward transactional platforms that offer end-to-end booking. YP remains exposed as a static directory, and the recent removal of high-frequency utility features accelerates the loss of its user base to specialized competitors. - 🔴 The removal of the gas price feature triggered a wave of uninstalls, which directly reduces the daily active user base. - 🔴 Technical instability in the search function prevents users from accessing business information, leading to increased churn and lower ratings. ## Key Metrics Summary | Metric | Value | | :--- | :--- | | Overall Rating | 4.62/5 | | Total Reviews | 43.2K | | Sentiment | Upset (15/100) | | Confidence | Low | | Pricing Model | Free | | Platforms | iOS | | Key Features | 4 analyzed | | Trend | Declining | | Outlook | Declining | ## Competitor Comparison | App | Rating | Sentiment | Developer | | :--- | :--- | :--- | :--- | | **The Real Yellow Pages - YP** (this app) | 4.62/5 | Upset | Thryv, Inc. | | [Priority Pass™](https://marlvel.ai/intel-report/travel/com-prioritypass-loungelookupv2) | 4.8/5 | Frustrated | Priority Pass Ltd | | [Google Earth](https://marlvel.ai/intel-report/travel/com-google-b612) | 4.0/5 | Mixed | Google | | [KAYAK: Flights, Hotels & Cars](https://marlvel.ai/intel-report/travel/com-kayak-travel) | 4.8/5 | Upset | KAYAK | | [GasBuddy: Find & Pay for Gas](https://marlvel.ai/intel-report/travel/com-gasbuddymobile-gasbuddy) | 4.7/5 | Frustrated | GasBuddy Organization Inc | | [Skyscanner Flights & Travel](https://marlvel.ai/intel-report/travel/net-skyscanner-iphone) | 4.8/5 | Frustrated | Skyscanner | ## Company Profile - **Developer:** Thryv, Inc. - **Website:** [https://www.yellowpages.com/yp-app](https://www.yellowpages.com/yp-app) - **Social:** [Instagram](https://www.instagram.com/getthryv) · [Facebook](https://www.facebook.com/Thryv) · [YouTube](https://www.youtube.com/Thryv) · [TikTok](https://www.tiktok.com/@getthryv) · [LinkedIn](https://www.linkedin.com/company/thryvinc) ## Data Sources & Links - **App Store:** [View on Apple Store](https://apps.apple.com/us/app/the-real-yellow-pages-yp/id284806204?uo=4) - **Dev Site:** [Official Website](https://www.yellowpages.com/yp-app) - **Sources:** Developer website content, About us / company information, App store metadata, User reviews. ## Related Intel Reports - [*Priority Pass™*](https://marlvel.ai/intel-report/travel/com-prioritypass-loungelookupv2) (Priority Pass Ltd) — 4.8/5 Rating | Negative Sentiment - [*Google Earth*](https://marlvel.ai/intel-report/travel/com-google-b612) (Google) — 4.0/5 Rating | Mixed Sentiment - [*KAYAK: Flights, Hotels & Cars*](https://marlvel.ai/intel-report/travel/com-kayak-travel) (KAYAK) — 4.8/5 Rating | Terrible Sentiment - [*GasBuddy: Find & Pay for Gas*](https://marlvel.ai/intel-report/travel/com-gasbuddymobile-gasbuddy) (GasBuddy Organization Inc) — 4.7/5 Rating | Negative Sentiment - [*Skyscanner Flights & Travel*](https://marlvel.ai/intel-report/travel/net-skyscanner-iphone) (Skyscanner) — 4.8/5 Rating | Negative Sentiment - [*Tripadvisor: Plan & Book Trips*](https://marlvel.ai/intel-report/travel/com-tripadvisor-localpicks) (Tripadvisor) — 4.8/5 Rating | Excellent Sentiment - [*PayByPhone Parking*](https://marlvel.ai/intel-report/travel/com-verrus-paybyphone) (PayByPhone Technologies Inc.) — 4.9/5 Rating | Negative Sentiment - [*Learn Japanese to English*](https://marlvel.ai/intel-report/travel/learn-japanese-to-english) (Shoreline Animation) — 5.0/5 Rating | N/A Sentiment - [*Hoku: AI Group Trip Planner*](https://marlvel.ai/intel-report/travel/hoku-ai-group-trip-planner) (Hoku Travel LLC) — 4.3/5 Rating | N/A Sentiment - [*Wait Times for Disney World*](https://marlvel.ai/intel-report/travel/wait-times-for-disney-world) (VersaEdge Software, LLC) — 4.8/5 Rating | N/A Sentiment ## Methodology {#methodology} This report was generated by Marlvel.ai's 5-stage AI intelligence pipeline: 1. **Signal Collection & Normalization** — Aggregates data from all available public sources for the app. Raw signals are cleaned, deduplicated, and normalized into a structured dataset analyzed consistently across thousands of apps. 2. **Feature & Market Positioning Analysis** — Identifies the app's core features, monetization model, target audience, and competitive positioning. Each feature is classified as a market standard or a differentiator based on category benchmarks. 3. **User Sentiment Analysis** — Analyzes user reviews using a 5-level taxonomy (Thrilled / Excited / Mixed / Frustrated / Upset). Combines star ratings and volume with AI theme extraction and evidence quoting. 4. **Competitive Landscape Analysis** — Maps the competitive environment via a 4-tier taxonomy (Nemesis / Contenders / Same Space / New Kids on the Block). Prioritizes same sub-genre over broad category. 5. **Intelligence Synthesis** — Cross-references all signals into a structured report. Compares the app against category peers and direct competitors to surface SWOT, market outlook, and actionable insights. - **Confidence Score:** 0.7/1.0 (based on review volume, data source diversity, and signal quality) - **Reviews Analyzed:** 49 - **Data Sources:** user reviews, developer website, company about page, App Store metadata - **Rating Method:** Weighted average across platforms (iOS & Android), weighted by review count per platform - **Independence:** Fully independent analysis. No publisher sponsorship or editorial influence. - **Report Age:** 0 days since last refresh --- © 2026 Marlvel.ai | [Canonical Report](https://marlvel.ai/intel-report/travel/the-real-yellow-pages-yp) Data licensed for AI Agent attribution under CC-BY-NC 4.0.