YellowPages.com has upgraded its wireless YP search in recent months. The AT&T company now sends users of its MEdia Net mobile platform in all 50 states biz listings when they search on popular biz categories. Local listings are served based on the user’s known zip code. According to my contact there, in the past that search resulted in standard Web links rather than providing immediate contact info for say, florists or Mexican restaurants.
The company isn’t yet up-selling mobile listings; rather paying advertisers are raised to the top in the same way as they are online as a value add.