WhitePages now reaches more than 2 million mobile users through its iPhone, Android, BlackBerry, SMS and m.WhitePages.com mobile offerings.

With popular features like caller identification and reverse phone lookup, click to call, GPS-aware directory services and directions, WhitePages mobile applications are achieving significant adoption.

?Our strategy is to provide integrated Web and mobile services that help people find and connect with confidence,? said Kevin Nakao, vice president of monetization and mobile, Seattle. ?From helping to identifying unknown callers, to providing access to one of the most trusted sources of contact information, we want to provide daily value to our mobile consumers.?

According to a Gartner report the uptake of smartphones coupled with a rise in flat-rate data plan pricing, signals that a change is underway in how consumers interact with high-end devices.

WhitePages expects to capitalize on this change by making mobile phones a more powerful contact and communication device.

The growing adoption and repeat usage of WhitePages mobile applications is based on the ability to make it easy to connect with people and businesses with confidence.

With contact information for more than 90 percent of U.S. adults, WhitePages? Web site and mobile applications continue to grow in popularity and make white pages phone books irrelevant.

WhitePages addresses several challenges for mobile marketers.

?We can provide location and context-based targeting based on the users searches and provide this information quickly so they are more likely to engage with our ads,? Mr. Nakao said. ?If a user is searching for and then getting directions for a friend in Memphis or a doctor in Boston, we can provide geotargeted and contextually relevant ads.

 ?I think it is important for mobile marketers to look at services like ours that have high user and repeat user engagement for a positive brand association and quick user experiences for direct marketing performance,? he said.

WhitePages mobile directory services offer immediate mobile access to people and business phone numbers and addresses.

The mobile service's target audience depends on the platform and the device.

As an example, its BlackBerry applications tend to reach a business audience while its text message-based lookup service reaches a much younger demographic.

?We make money through advertising and paid services,? Mr. Nakao said. ?As we start to see more mobile usage on the couch, it will be important for advertisers to reach users through services like WhitePages, that engage the on-the-go users, ready to act.

?Examples of this include ad campaigns for Marriott, Continental, McDonalds and Jiffy Lube,? he said.