Whitepages.com is the digital ghost that haunts your personal data. Born in 1997 as a simple phone directory, it evolved into a $13.5M data broker that knows where you live, who you're related to, and what you paid for your house. The real question isn't what it knows—it's why 19 million people still trust it.

"In an era of data breaches and privacy scandals, Whitepages doesn't just survive—it thrives by monetizing the very information you wish it didn't have."

The company's leadership team—CEO Leigh McMillan, VP of Data Strategy Rohn Ramon, and VP of Product Cam Nguyen—operates in a data-rich, trust-poor environment. Their 93 employees manage a revenue-per-employee of ~$145K, a modest figure for a company that essentially sells public records. The stack reveals modernization attempts (Tailwind, PWA) layered over legacy infrastructure, a common pattern for digital incumbents.

• The 'undefined' country issue in traffic data suggests either a massive US dominance (96.1%) or tracking failures—either way, it's a single-market play
• Reverse phone lookup drives 185K monthly searches, showing demand for doxxing tools remains strong
• Their 35M backlinks create an SEO moat that's nearly impossible for new entrants to breach