DoWhat sources Sensis local listings: what does this mean?

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DoWhat sources Sensis local listings: what does this mean?

If your business is already in the White or Yellow Pages, why would you bother to sign up with DoWhat?

Anyone that's tried using the Yellow Pages to find a local supplier will know that the truly local results tend to be swamped by those for large advertisers that cover the entire metropolitan area.
 
Now Sensis is going to allow a site called DoWhat to include business listings from the Yellow Pages and White Pages. 
 
If your business is already in the White or Yellow Pages, why would you bother to sign up with DoWhat?
 
The site is a local search tool designed to make it easier for consumers and businesses to find suppliers of products and services in their vicinity. It makes provision for bookings (something especially relevant to tourism operators), promotions (proximity-based alerts will be added soon), and customer reviews.
 
In our limited trials, DoWhat appeared to deliver results from within the boundary we specified - unless there were no matches, in which case it cast a wider net.
 
The basic level is free, and gives you up to 250 characters and one photo to describe your business, which is more than you get from the minimum entry in a phone book. If a business is in Sensis's database it is going to appear on DoWhat, so the owner may as well take control of the listing.
 
What makes us uncomfortable about the service is that the basic and standard ($52 per year) levels give no control over customer reviews - only professional ($365 per year) and premium ($750 per year) subscribers are able to respond to reviews or hide those they disagree with (for example, because they have reason to believe they were posted maliciously or by someone that isn't a customer). 
 
It's not as if fake reviews are flying under the radar - even the ACCC has expressed concern, though they are more concerned about those falsely praising businesses than the bogus negative reviews that can be especially harmful to small firms as they tend to attract relatively few reviews.
 
But if you do pay for a professional or premium DoWhat subscription, bear in mind that the ACCC has warned that "Businesses and review platforms that selectively remove or edit reviews, particularly negative reviews, for commercial or promotional reasons may be misleading consumers."
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