While any provider of services on the market can advertise their business in Yellow Pages, an online Rolodex works entirely differently. When someone pays to have their business included in Yellow pages, customers have no way of adding their references. There is no objective way in which one can verify if the service provider is reliable or if they have a good history with clients.

The online system, on the other hand, allows people to post comments, to invite friends to become members and to share opinions about their past experiences with such services providers, so all information is verified and trustworthy. One can thus benefit from the experience of trusted people who have, in their turn, paid for the same services and have found them to be good enough.