Brand Building: And the Site Officially Launches!

Note: This post is the last in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand

Today, I’m very excited to announce the official launch of our all-new WhitePages website !

If you’ve been following the Brand Building Series, you already have a pretty good idea of what this brings to you. If not, here are some highlights:


  • Simpler experience. We believe that sometimes less is more, so we have done all we can to simplify your experience. There is less text per page, fewer ads, and generally less clutter overall!
  • Speedier website. Our website performs an average of 51% faster than before. (Measurement based on how rapidly everything downloads into your browser.)
  • Improved search results. All the enhanced info that you only find on WhitePages now stands out more clearly in the search results. E.g. ages, names of others in the same home, job titles, and employer names.
  • Connect with others via email or mobile. With our Member Listings, we have been rapidly expanding beyond landline phone and postal addresses.
  • Make yourself reachable in a trusted environment. That is, you are able to add your own private contact information, but searchers on WhitePages can’t see that information. They will be able to find and connect with you via your Member Listing but your email and mobile number will not be shared.
  • Everything you already get in our existing online directory. And of course, we are still the largest, free database to find over 200 million individuals in the US.

This complete overhaul of our website is just one big step in achieving our mission to make it fantastically simple for everyone to connect with confidence. We’ll continue to invest in making our services better for you. Stay tuned for more news coming soon on how we are improving our services!

How do you like our new website? What would you like to see next? Post a comment and let us know!


by Alex Algard

12 thoughts on “Brand Building: And the Site Officially Launches!

  1. LYNDA says:

    This is the worst site I’ve come across, why did the old one have to be replaced? The maps most of the time don’t show up on the page, getting frustrated!! I used this site to do alot of skip tracing and it is now useless to me. Thanks!

  2. anne says:

    i really like the new look of your website. it’s so refreshing in the eyes. i’ve been using your website for almost a year now because of my job. it is very helpful specially with the kind of job that i have. i’m using it to verifiy addresses as well as phone numbers of our customers. your site have made my job more efficient. it’s so easy to navigate and so fast in giving results. well done guys… hope you would be able to upgrade it more into a more efficient site as well as upgrade its look. put more colors on the site that can be both refreshing and relaxing to the eyes. thanks…

  3. eva says:

    I like the new look of your website however it’s still boring. Add more colors to it so that it would be more interesting to look at. Hope you could upgrade the look for it to be more lively and fun looking.

  4. Kerry says:

    I must say I am quite disappointed in the new White Pages. You have successfully made them completely useless. I’ve attempted registering several times but have never received an e-mail and, therefore, can not see individuals phone numbers.

  5. Dorothy Hanna says:

    I am very dissatisfied with your web-site. Your site is not user friendly. Just to get a phone number, I had to fill out a “password” page & when I submitted it nothing happened. It is a inconvience. That is what the “White Pages” is supposed to do – PROVIDE PHONE NUMBERS! I need this site to verify addresses/phone numbers for my job. I will go to another website from now on.

  6. Tina says:

    I was so excited when I found out that your old website had a link to add the contact to Outlook!! The next time I pulled up the “new and improved” site, this option was gone. How can I get that service back? It was invaluable to me as a business person.

  7. Blue says:

    Compared the old look, I like it better now, simplier and clearer which is very readable esp the bigger fonts. I like it now except that you have to removed the Address book 🙁 That was one of the easy access I’m getting with you that I was enjoying and thankful about, coz you see, we don’t have the full connection of internet here at work. Having your Address book available for free, I was always delightful using it to restore information that comes unexpectedly. So I hope you can find something like it that you can add for a user like me. Thanks!

  8. blue says:

    I like it, simplier, more accessible and so readable! And I can see several advertisers now that are a click away. Congratulations WP team!

  9. Bluer than blue says:

    I especially wanna mention that it’s so helpful to me when I’m using the Reverse look up and can’t find any result yet they identified the location of the number, like which state or town it is located. Still waiting of the new Address Book on WP. Thanks 😀

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