The Invoice That Isn’t
Every year I get Directory Listing Order Form “invoices” in the mail that, if I was working in a large corporation’s accounting office, might get paid if I didn’t take the time to read the fine print. The mailings appear to be billings for my current yellow pages listing. They are frauds or what I term “spam scams”.
Printed on heavy yellow paper, with the “fingers walking” logo and “Yellow Pages United” prominently displayed, the Order Form is actually a solicitation that will cost me $396.00 if I sign and return the postage paid tear-off. The large print on the mailing warns that the publication deadline is near and provides a fax number to speed the signed form to Yellow Pages United.
Here’s some of the fine print:
We are not affiliated with your local phone company and the directory is not distributed to all local telephone subscribers. If you already advertise in your local phone company’s yellow pages and accept this offer, this yellow pages directory listing will be in addition to your existing yellow pages advertising. This is a nationwide business yellow page advertising solicitation. A featured listing in the internet edition, www. yellowpagesunited. com will be included with each yellow page listing of $396.00. See terms on reverse.
The “terms on reverse” are even smaller and include:
2. With each Yellow Page listing a complimentary White Page listing in the print edition and a featured listing in the Internet edition will be included. This directory will be published on the web site www. yellowpagesunited .com (spacing is mine to prevent active link) and a printed copy will be distributed to paid advertisers, selected conference centers, purchasing agents, libraries, hotels and chambers of commerce.
12. The Directory listing specified on the face of this agreement is for inclusion in the next directory. All directory listings are subject to automatic renewals. Listing renewal rates are subject to change. Cancellations will be accepted at any time prior to directory publication. Directories are published twice a year.
That “automatic renewals” wording is problematic for me as is the “renewal rates are subject to change.” With no specific date indicated for publication, cancelling a listing might be difficult.
13. The listing fee is $396.00 for one listing. Billed in two convenient installments of $198.00. Additional listings are only $49.00 each. Unpaid accounts will incur a 10% late charge. Any credits will be applied to the next edition unless otherwise requested by the customer.
The bolding in 13 is mine. With two directories published a year, the listing price of $396 is times two.
I went to the website, and, even though I have never paid for a listing, my company is included along with what appear to be all businesses in the United States — this company’s target market. At the bottom of each listing is an “Update My Listing” link. To make the listing bold the cost is $8.50, more phone numbers are $5 each, additional headings are $49 each.
The change form is fairly straightforward and some people might choose an $8.50 bold listing, provide their credit card information, and check the block agreeing to the Terms and Conditions. Not reading the Terms and Conditions will be costly since the fine print, apparently copied from the printed solicitation, includes this wording (I have bolded key words):
The Directory listing specified on the face of this agreement is for inclusion in the next directory issue and each directory issue thereafter. Directories are published twice per year. Listing renewal rates are subject to change. Cancellations will be accepted at any time prior to directory publication.
The listing fee is $296.00 for one listing. Additional listings are only $49.00 each.
If someone does choose, for example, to pay the $8.50 cost for a bold listing, their total credit card charge will be $8.50 + $296 x 2 = $609 every year until cancelled.
I classify this mailing and website as spam scam because the true cost of doing business with this company is hidden in very small print in the middle of more small print.