WhitePages.com Turning into Quasi Wiki

WhitePages.com said it is going to allow users to update, alter and enhance their listings as it morphs into a “people search” engine. From today’s press release:

In 2008, WhitePages.com is committed to adding a number of significant enhancements to its people search service. The new user generated content capability will eventually allow consumers to add email addresses, mobile numbers, and social networking information, to better reflect the full spectrum of ways people like to communicate. To ensure that user controlled information remains accurate, relevant and protected, the company will execute appropriate data verification processes as it relates to editing listings. At the same time the company plans to aggregate online and offline people-related information and make it available for free in one comprehensive place.

Interestingly, WhitePages.com also sees itself as an emerging social network as it makes these changes:

As 2007 comes to a close, WhitePages.com’s proprietary contact database covers 80 percent of the U.S. adult population, twice the reach of any direct competitor, and significantly more than online social networks such as MySpace, Facebook and LinkedIn, and even traditional wireline directory assistance. Furthermore, WhitePages.com is free, requires no registration or login, and offers consumers the most direct path to contacting with friends, family and business associates. WhitePages.com made significant progress in growing its database in 2007, doubling in size over the past 10 months from 89 million people to 180 million today, further cementing its position as the undisputed leader in this space.

For years the site has been very “workmanlike,” not sexy. Now the site is trying to reposition to tap into some of the hottest online trends: people search and social networking.