The Yellowpages.ca application includes business, person and reverse phone number look-up, the option to save listings to your favourites or address book, the ability to share listings via e-mail or SMS, proximity-based search using GPS and a no-charge voice search.

While the application does not provide any new opportunities for advertisers, it does allow those who already advertise with Yellowpages.ca a new way to connect with users. Those companies that are priority advertisers on the website will remain so on the new app, except in the case of a proximity-based search, where they must be within the geo-relevant field to be included.

Jean-Pascal Lion, VP of marketing at Yellow Pages Group, believes the application will be a success, given that the mobile traffic on the site increased by more than 30 times in the 48 hours following the launch of the new app.

The application can be downloaded at Blackberry App World or the iPhone App Store, or by simply entering http://installyp.ca/blackberry (for Blackberry) or http://installyp.ca/iphone (for iPhone) directly from the device.