WhitePages PRO launches new identity validation engine

March 18, 2014

WhitePages, a provider of contact information for people and businesses in the U.S., has 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. According to the company, 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 stopping fraudulent activities.

According to the company, 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 at 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 data model enables WhitePages PRO to evaluate identity attributes separately to catch subtle patterns that might 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.

Topics: Omnichannel / Multichannel , Online Retailing , Technology

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