Whitepages is a provider of online directory services, fraud screening, background checks and identity verification for consumers and businesses.

From 2008 to 2013, Whitepages released several mobile apps, a re-design in 2009, the ability for consumers to control their contact information, and other features.

From 2010 to 2016, the company shifted away from advertising revenue and began focusing more on selling business services and subscription products.

Algard was searching for a friend's contact information, and the phone company gave him the wrong number.

The company brokered deals with Yellowpages and Superpages, whereby Whitepages earned revenue for sending them referral traffic.

[14] That same year, it acquired VoIP developer Snapvine[10] in order to add features where users could be called through the website without giving out their phone number.

[34][35] In 2015, Whitepages acquired San Francisco-based NumberCorp to improve the database of phone numbers used for scams in the Caller ID app.

[36] In April 2016, Whitepages spun-off its caller ID business into a separate company called Hiya[37] with a staff of 40 in Seattle.

[38] In September 2016, Alex Algard stepped down as CEO of Whitepages, in order to focus on the mobile spam-blocking spin-off Hiya.

[8][31][49] In 2016, advertising on Whitepages.com was turned off in favor of selling monthly subscriptions that give users access to background checks and other records.

[8] As of 2013, Whitepages provides its data and related services through multiple web properties and mobile apps,[50] including 411.com, PeopleSearch.com and Switchboard.com.

[51] The Hiya app (previously known as Whitepages Caller ID) checks incoming calls against a database of phone numbers known for spam or scam calls and helps users report scams to the Federal Trade Commission.

[52][53] Hiya mobile app replaces the Android user interface for making and receiving phone calls.