SOURCE: WhitePages


March 18, 2014 08:00 ET

WhitePages PRO Launches New PRO Identity Score Product

Predictive Intelligence Engine for Identity Validation Helps Retailers Accelerate Their Order Flow and Reduce Manually Reviewed Transactions by Up to 40 percent

SEATTLE, WA--(Marketwired - Mar 18, 2014) - WhitePages, the leading provider of contact information for people and businesses in the U.S., today announced the launch of its WhitePages PRO Identity Score product, which is designed to help business users quickly validate customer identities to accelerate their order flow, as well as detect fake identities that warrant flagging the transaction. WhitePages PRO provides business users with access to the largest and most accurate database of consumer contact information. By coupling this database with proprietary algorithms, PRO Identity Score's machine learning capabilities provide merchants the ability to clear good orders faster while simultaneously stopping fraudulent activities. The easily-installed solution can be implemented by a merchant as a standalone product or as a plug-in to their existing fraud and risk management technologies.

In general, WhitePages PRO finds that 85 to 90 percent of its merchant orders are processed automatically with the remaining 10 to 15 percent going into manual review. Based on the results of a test conducted with a number of online merchants, users of WhitePages PRO's Identity Score saw the number of orders that required manual review decrease by 40 percent with no increase in fraudulent orders. The ability to automatically approve a greater percentage of orders significantly increases order throughput without incremental cost.

"Confidently verifying customer identities has become more elusive in a digital and mobile world and, as a result, merchants must be smarter, more focused and more technologically savvy than ever before. PRO Identify Score accelerates order flow for merchants so that they can focus their limited resources on revenue-driving areas of the business," said Tom Donlea, director of risk services, WhitePages PRO. "We have applied more than 15 years of contact data expertise to meet the very real needs of today's online merchants. PRO Identity Score is a world class predictive intelligence engine that merchants can rely on to immediately strengthen their bottom line results, without stressing internal resources."

PRO Identity Score compares contact information associated with each order against WhitePages PRO's proprietary Contact Graph, a technology and data infrastructure that connects people and addresses to the largest set of mobile and landline phone numbers. This unique data model enables WhitePages PRO to evaluate identity attributes separately to catch subtle patterns that may be missed by conventional data models or manual review. As performance data is fed back into the product either through the PRO API or through use of WhitePages PRO Web as a manual review tool, the machine learning capability automatically tunes itself to the unique customer patterns of each online retailer, based on specific performance data. Essentially, as merchants provide feedback to WhitePages PRO over time, its performance improves.

"PRO Identity Score has sped up our manual review process and enhanced the accuracy of our scoring models," said Nate Spanier, director of operations, Remitly. "We find this tool to be a great enhancement to the identity verification and fraud prevention tools we already had in place."

PRO Identity Score can be integrated as an automated screening tool, or as part of agents' manual screening process. Learn more about WhitePages PRO and PRO Identity Score at

About WhitePages PRO
WhitePages PRO [] gives businesses access to WhitePages' contact data, providing a 360 degree view of customers. This intelligence helps merchants identify legitimate transactions to accelerate transaction order flow, drive greater efficiency for call center operations, and enrich contact records to strengthen customer interactions. Customers include Vizio, Sephora, Oakley and Ann Inc.

About WhitePages
WhitePages is the leading provider of contact information for people and businesses in the U.S. With over 50 million unique monthly users and powering over 2 billion searches per year across sites that include and, WhitePages offers consumers one-click access to more than 200 million adults and also provides them with the ability to edit and control their own listings. The company's suite of mobile products includes a top-50 mobile website and popular Android and iPhone apps with over 17 million active monthly users.