Yellow Pages Reputation Management

Yellow Pages has evolved from a print directory into an online business listing and review platform, and older reviews here can persist and surface in search long after a business has moved on from the platform itself.

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How Yellow Pages ratings and reviews actually work

Each Yellow Pages business page shows a star rating (1 to 5) next to a total review count. Unlike Trustpilot’s publicly documented Bayesian, recency-weighted TrustScore, YP.com does not publish a separate weighting algorithm for that number — it behaves as a straightforward average of the reviews currently live on the profile, which means every review that stays up carries equal weight regardless of age.

That matters because YP is a legacy directory: many listings carry reviews that are years old, with no visible expiration, sitting alongside anything more recent. A handful of old reviews — good or bad — can still be doing most of the work in a rating that hasn’t moved in a long time simply because nothing new has been added since.

YP’s Terms of Service (Section 2.2, “User-Provided Content Guidelines”) set the Publication Standards every review has to meet. YP reserves the right — but not the obligation — to refuse to post or remove content that violates those standards, at its sole discretion. It does not publish a guaranteed review timeline for those decisions.

What determines a Yellow Pages star rating

A visible average of star ratings (1–5) across all reviews currently published on the business page — no disclosed weighting formula beyond that.
No published recency weighting — an old review counts the same as one posted yesterday, which is why stale, low-volume profiles can sit unchanged for years.
Compliance with YP’s Publication Standards — content that’s defamatory, vulgar, obscene, profane, impersonates someone, or otherwise violates the Terms of Use can be refused or removed, which keeps it out of the average entirely.
Whether the listing is claimed — claiming doesn’t change the math, but it’s what unlocks the ability to post a public response next to a review, which is the main lever a business actually has.