Yell Offers Charity Donations in Exchange for Local Business Reviews

Over the weekend, Screenwerk’s Greg Sterling wrote a post noting that TrustedPlaces, the popular UK local review site purchased by Yell in May, is now fully integrated into

With the integration complete, Yell today announced plans to promote its new offering by launching a major online initiative to drive consumer reviews and ratings of local businesses and services on its website,  while at the sime time generating donations for national and local UK charities.

According to today’s release, users will now have the opportunity to write reviews for local businesses such as restaurants, hairdressers and beauty salons, with the service soon to be extended to plumbers and accountants. Under the program, users can select a charity they wish to support, with every review they write resulting in a 25p (approximately $0.40) donation from Yell to that charity. Yell said is is developing a network of national and local charities that consumers can choose from.

I think Yell’s program is a great idea because it builds interest and visibility for’s local listings and business reviews, while simulanously allowing consumers to do a good deed for the charities they care about most. I look forward to seeing how much money is raised as a result of this initiative!

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