Old school directory Yellow Pages - now through its online incarnation Yell.com - is moving into local review service Yelp territory after snapping up UK-based TrustedPlaces.
Fronted by Sokratis Papafloratos, TrustedPlaces launched in late-2006 and became a decent player in the UK attractions and activities review space.
Yell says the deal (undisclosed) will enable it to integrate the reviewing expertise and technology from TrustedPlaces into its existing database of 399,000 of small business advertisers.
In other words: every business listed in the system, from restaurants and hotels to plumbers and veterinarians, could have a review alongside it - a major leap forward for Yell.
Papafloratos is staying on as head of social products in the UK.
The potentially bigger story in all this is how the wider Yell Group will make use of the technology included in the deal.
Yell president of new media, Mark Canon, says the system will shared around other operation companies in the portfolio in the US (Yellowbook), Spain and Latin America (Yell Publicidad).
Hugo Burge, chairman of Cheapflights, teamed up with the price comparison site's ex-CEO David Soskin to invest in TrustedPlaces through their Howzat Media vehicle.
Burge says:
"I really enjoyed being part of the TrustedPlaces journey and delighted that Sokratis can now develop his vision further with the full backing of Yell. It is a great fit. My congrats to all the team. I'll watch with interest."