Yelp Statistics 2026: Reviews, Revenue and Advertiser Base

Yelp reported 330.2 million cumulative reviews as of December 31, 2025, alongside net revenue of $1.46 billion, up 4% for the year. Those two Yelp statistics sit at opposite ends of the same trend. The review reservoir keeps filling, while average monthly unique devices fell across app, desktop, and mobile web in 2025. Pricing closed the gap: a 9% increase in average CPC, partially offset by a 3% decrease in ad clicks, carried advertising revenue through a year of shrinking visits.

Every figure below traces to a Yelp filing or a Yelp-published report. Where the company puts out two different cuts of the same metric, both appear here. Each keeps its own scope and date rather than being merged into one number.

Key Takeaways

According to Yelp’s own filings, the figures below come from the reports the company files with the SEC. The rest come from its quarterly shareholder letter and the Yelp Trust and Safety Report.

• Yelp added 22.1 million net cumulative reviews during 2025, within rounding distance of the 22 million reviews contributed to Yelp in 2025.
• Restaurants, Retail and Other revenue fell 5.6% in FY2025 and a further 10.1% in Q2 2026, while Services revenue rose 8% then held flat year over year at $241 million.
• All three traffic channels shrank in 2025: app down 2.0%, desktop down 5.6% and mobile web down 6.7%.
• Average cost-per-click rose 9% while ad clicks fell 3%, so pricing rather than click volume carried FY2025 advertising growth.
• Other revenue grew 98% year over year in Q2 2026, against a 3.2% decline in total advertising revenue over the same quarter.
• The 2025 Yelp Trust and Safety Report records nearly 500,000 suspected AI-generated reviews filtered out during the year.
• Net revenue per employee worked out to $283,467 in FY2025.

Editor’s Choice

• FY2025 net revenue: $1.46 billion, up 4% year over year.
• Cumulative reviews (2025 Form 10-K): 330.2 million as of December 31, 2025.
• Paying advertising locations: 510,000 on average across FY2025.
• FY2025 profitability: net income of $145.6 million and adjusted earnings before interest, income taxes, depreciation, and amortization (“EBITDA”) of $369.2 million.
• Q2 2026 net revenue: $375.5 million, up 1% from the same quarter of 2025.
• Employees: 5,168 (including employees on leave) globally as of December 31, 2025.
• 2026 outlook (Q2 2026 results release): net revenue of $1.460 billion to $1.470 billion.

Yelp Net Revenue

• According to Yelp’s 2025 Form 10-K, net revenue reached $1.46 billion, up 4% for the year ended December 31, 2025.
• Advertising supplied $1.39 billion of the FY2025 top line, growing 3% year over year.
• Non-advertising Other revenue grew 17% in FY2025, ahead of the 8% Services increase and against a 5.6% decline in Restaurants, Retail and Other.
• Quarterly revenue growth has cooled to $375.5 million, up 1% in the three months ended June 30, 2026.
• First-half 2026 net revenue reached $737.0 million, up 1% against the first half of 2025.

Source: SEC Form 10-K and Form 10-Q filings by Yelp Inc., FY2023 to Q2 2026

Per Yelp’s filings, revenue growth has flattened rather than reversed. Net revenue rose 5.6% in 2024, then 4% in 2025, then 1% in each of the first two quarters of 2026. The deceleration matters more than the level. A platform priced on clicks needs either more clicks or higher prices, and only one of those levers is moving in Yelp’s favor.

How much revenue does Yelp make?

Yelp made $1.46 billion in net revenue in the year ended December 31, 2025, up 4% from 2024. Advertising accounted for the large majority of that figure. The most recent reported quarter, Q2 2026, produced $375.5 million, and Yelp guides FY2026 net revenue to $1.460 billion to $1.470 billion.

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About This Data

Compiled from five Tier 1 primary sources: Yelp’s annual report (Form 10-K) and quarterly report (Form 10-Q) filed with the U.S. Securities and Exchange Commission, the company’s shareholder letter, its results release, and the Yelp Trust and Safety Report. Window: 2025-12 to 2026-08. Only company-filed figures qualify, and figures update when Yelp files again.

Yelp Revenue by Product: Services vs Restaurants, Retail and Other

• According to the same SEC filing, Services revenue reached $947.6 million for FY2025, an 8% increase.
• Restaurants, Retail and Other revenue fell to $443.7 million, down 5.6%.
• Other revenue, which Yelp generates through non-advertising contracts including subscription services, reached $73.7 million.
• Services revenue grew by $68.5 million in FY2025, while Restaurants, Retail and Other lost $26.2 million.

The three lines sum to the FY2025 total, so the split doubles as a map of where Yelp’s business now sits. Services covers home, auto, professional and other appointment-driven categories, and carries roughly two-thirds of the company. The restaurant-and-retail business that gave Yelp its public identity now supplies the smaller, shrinking share. Readers tracking the wider category can compare this mix against online review platform statistics covering the sector as a whole.

How does Yelp make money?

Yelp makes money mainly by selling advertising to local businesses on a cost-per-click basis. Total advertising revenue reached $1.391 billion in FY2025, up 3%, split between Services and Restaurants, Retail, and Other. A smaller Other line covers non-advertising contracts such as subscriptions.

Recent Developments

• As of December 31, 2025: cumulative reviews reached 330.2 million, up 7% from a year earlier.
• Full-year 2025: average cost-per-click rose 9%, partially offset by a 3% decrease in ad clicks, and revenue from RepairPal contributed approximately two percentage points of the year-over-year growth in total advertising revenue.
• Full-year 2025: Yelp filtered out nearly 500,000 suspected AI-generated reviews, with data sourced globally.
• Three months ended June 30, 2026: net revenue was $375.5 million, up 1%, and we recorded net income of $31.7 million and adjusted EBITDA of $91.4 million.
• Q2 2026: Other revenue grew 98% year over year, while total advertising revenue fell 3.2%.
• Q2 2026 outlook: $1.460 billion to $1.470 billion of 2026 net revenue, a narrowed range.

Yelp Advertising Revenue and the Restaurants, Retail and Other Slowdown

• Total advertising revenue fell to $342.5 million in Q2 2026, down 3.2% year over year.
• Restaurants, Retail and Other revenue dropped to $101.5 million in the quarter.
• Six-month Restaurants, Retail and Other revenue reached $200.2 million, down 10.3%.
• Services advertising held flat year over year at $241 million, despite a slight increase in ad clicks in these categories.
• Both paying advertising locations and average revenue per location held flat against the second quarter of 2025, so advertiser demand stayed steady.

Two of Yelp’s three product lines moved in the same quarter, in opposite directions. Restaurants, Retail and Other gave back $11.4 million year over year while Other added $16.3 million. The restaurant-and-retail advertiser base is where Yelp’s consumer brand was built. Watching it shrink while a non-advertising line replaces the money is the most consequential shift in these filings.

Yelp Ad Clicks and Average Cost-Per-Click

• FY2025 advertising growth came from price, not volume: a 9% increase in average CPC, partially offset by a 3% decrease in ad clicks.
• Revenue from RepairPal contributed approximately two percentage points of the year-over-year growth in total advertising revenue, so part of the lift came from an acquisition.
• Services advertising stayed flat in Q2 2026 despite a slight increase in ad clicks in these categories.
• Average revenue per location was flat compared to the second quarter of 2025, holding per-advertiser economics steady.

Source: SEC Form 10-K and Yelp Q2 2026 shareholder letter, FY2025 to Q2 2026

By the numbers: Yelp’s FY2025 advertising line grew on a 9% increase in average CPC, partially offset by a 3% decrease in ad clicks, with RepairPal contributing approximately two percentage points of the year-over-year growth in total advertising revenue. Price and acquisition, rather than click volume, carried the year.

Yelp Paying Advertising Locations

• Total paying advertising locations averaged 510,000 across FY2025, down from 526,000 in FY2024.
• Services locations grew 2% over FY2025, while Restaurants, Retail, and Other locations fell 7.7%.
• The fourth quarter ran below the annual average, at 496,000 total paying advertising locations.
• Q2 2026 total paying locations came in at 510,000, against 515,000 a year earlier.
• The first half of 2026 averaged 498,000 paying locations, down from 516,000.

Yelp discloses that the decline sits on one side of the base: paying advertising locations decreased in the three and twelve months ended December 31, 2025, compared to the prior-year periods, due to decreases in Restaurants, Retail & Other paying locations. Advertisers weighing local channels can set these counts beside Google Business Profile adoption data, which measures the free listing surface running alongside Yelp’s paid one.

How many businesses advertise on Yelp?

Yelp counted 510,000 paying advertising locations on average across FY2025, down from 526,000 a year earlier. A location is a single business address rather than a company, so multi-location advertisers contribute several. The count held at 510,000 in Q2 2026. Paid listings are a small slice of the business listing site landscape.

Cumulative Reviews on Yelp

• Yelp’s platform carries more than 300 million ratings and reviews, according to the company’s own brand-level description.
• The precise count reached 330.2 million as of December 31, 2025.
• Reviewers contributed 22 million reviews during 2025 alone, against a year-earlier cumulative base of 308.1 million.
• The cumulative count rose 7% across 2025, a slower rate than the review base itself implies for any single vintage.
• Reviews had been removed from our platform, either by us for violation of our terms of service or by the users who contributed them, so the cumulative figure is net of removals.

Source: SEC Form 10-K and the 2025 Yelp Trust and Safety Report, 2024 to 2025

The two bottom rows come from different documents and different definitions, yet they land within rounding distance of one another. That near-match suggests 2025 removals were roughly offset by reviews contributed or restored outside the headline count. It also gives readers a rare way to sanity-check a cumulative total against one year’s intake. For cross-platform context, Tripadvisor’s review volume data covers the closest comparable travel-side corpus.

How many reviews does Yelp have?

Yelp had 330.2 million cumulative reviews as of December 31, 2025, up 7% from 308.1 million a year earlier. That total is net of reviews removed for terms-of-service violations or deleted by their authors, so it is smaller than the number of reviews ever written.

How Many Reviews Yelp Recommends vs Filters

• As of December 31, 2025, approximately 76% of the reviews submitted to our platform were recommended by our automated software.
• A further approximately 15% were not recommended but still accessible on secondary pages.
• Non-recommended reviews do not factor into a business’s overall star rating, which is why Yelp keeps the filtered set readable.
• On the narrower 2025-contributed cohort, 70% were recommended reviews.
• Those are the reviews Yelp’s automated recommendation software identifies as the most helpful and reliable.

Source: SEC Form 10-K and the 2025 Yelp Trust and Safety Report, FY2025

The two recommendation figures answer different questions and should not be averaged. The approximately 76% cut describes the standing state of everything ever submitted; the 70% cut describes one year’s intake. Read together, they imply the 2025 vintage cleared the filter slightly less often than the historical base. That is what you would expect in a year when Yelp tightened the software.

How many reviews does Yelp filter or remove?

Approximately 15% were not recommended but still accessible on secondary pages as of December 31, 2025, on top of reviews removed outright. Non-recommended reviews stay readable but do not factor into a business’s overall star rating. Separately, Yelp’s User Operations team removed 193,700+ reported reviews during 2025.

Yelp Trust and Safety Enforcement

• Yelp’s automated systems filtered out nearly 500,000 suspected AI-generated reviews in 2025, based on globally sourced data.
• Human review removed 193,700+ reported reviews over the same year.
• 25% of those removals went to reviews flagged as not a firsthand experience.
• Conflicts of interest accounted for 15%, covering reviews posted by someone affiliated with the business, a competitor, or an ex-employee.
• A further 12% were for the wrong business.

Why it matters: Yelp filtered nearly 500,000 suspected AI-generated reviews in 2025 while its User Operations team removed 193,700+ reported reviews, 25% of them flagged as not a firsthand experience. Generative text now competes with human contributions for the same business pages.

How many fake or AI reviews does Yelp catch?

Yelp reported filtering nearly 500,000 suspected AI-generated reviews in 2025, identified because they exhibited characteristics of AI-generated content. That figure counts automated filtering. Reader-reported content is handled separately, and Yelp’s User Operations team removed 193,700+ reported reviews in the same year.

Yelp Monthly Traffic: App, Mobile Web and Desktop

• Mobile web drew 59.7 million average monthly unique devices in FY2025, down 6.7%.
• Desktop drew 37.4 million, down 5.6%.
• The app drew 28.0 million, down 2.0%.
• App unique devices decreased year over year as consumers visited restaurants less frequently, the cause Yelp names in its 10-K.
• Traffic to our website and mobile app has three components: mobile devices accessing our mobile app, devices accessing our non-mobile-optimized website, and mobile web visits.

The three counts cannot be added together, and Yelp says so directly: devices may not accurately reflect the number of individuals who actually visit our website. One person using a phone app, a work laptop, and a home browser registers three times. Any round-up that presents a single Yelp “monthly visitors” number has added figures the company explicitly warns against adding. Desktop still accounts for a substantial slice of Yelp’s measured devices, a pattern easier to read beside browser market share data.

The takeaway: Every Yelp traffic channel contracted in FY2025 while average cost-per-click climbed 9%. Mobile web fell to 59.7 million average monthly unique devices and the app to 28.0 million, so the advertising line grew on price against a smaller audience rather than a larger one.

How many people visit Yelp?

Yelp does not publish a visitor count. Its 2025 Form 10-K reports average monthly unique devices on three channels for FY2025: 59.7 million mobile web, 37.4 million desktop, and 28.0 million app. Those counts overlap, because one person can appear on all three.

Yelp Net Income and Adjusted EBITDA

• Yelp recorded net income of $145.6 million and adjusted earnings before interest, income taxes, depreciation and amortization (“EBITDA”) of $369.2 million in FY2025.
• Adjusted EBITDA equalled 25.2% of FY2025 net revenue.
• The most recent quarter produced net income of $31.7 million and adjusted EBITDA of $91.4 million.
• Net Income decreased from the prior year to $32 million, reflecting an 8% margin, in Yelp’s own results release.
• Adjusted EBITDA decreased 9% year over year to $91 million, reflecting a 24% margin.

Source: SEC Forms 10-K and 10-Q plus Yelp’s Q2 2026 results release, FY2025 to Q2 2026

Profit is moving the opposite way from revenue. Net revenue rose 1% in Q2 2026 while adjusted EBITDA decreased 9% year over year. A margin that compresses while the top line inches forward usually means spend is shifting toward newer, lower-margin lines. That matches where Yelp says its growth now comes from.

Is Yelp profitable?

Yes. Yelp reported net income of $145.6 million for FY2025 and net income of $31.7 million for the three months ended June 30, 2026. Profitability is narrowing rather than disappearing: the Q2 2026 result carried an 8% margin, and adjusted EBITDA decreased 9% year over year.

Yelp Operating Costs

• Sales and marketing cost $592.1 million in FY2025, up 1%.
• Product development cost $313.7 million, down 3.8%.
• General and administrative expense was $182.0 million.
• Cost of revenue climbed 15.3% to $142.6 million, against a 1% rise in sales and marketing.
• Sales and marketing ran $556.6 million in 2023, so it has grown more slowly than revenue since.

The four expense lines moved apart in FY2025. Cost of revenue rose 15.3% and sales and marketing 1%, product development down 3.8%, and general and administrative down from $185.0 million to $182.0 million. Rising cost of revenue against flat sales spend is the expense signature of a mix shift toward delivered services rather than pure ad inventory.

Yelp Employee and Headcount Statistics

• Yelp employed 5,168 employees (including employees on leave) globally as of December 31, 2025.
• Net revenue per employee worked out to $283,467 for FY2025.
• Operating on a distributed basis is in the best interests of both Yelp and our employees, the company states in its 10-K.
• Yelp describes itself as having operated successfully as a remote workforce.

How many employees does Yelp have?

Yelp had 5,168 employees (including employees on leave) globally as of December 31, 2025. The count covers all teams and includes staff on leave, so it runs slightly above active headcount. Against FY2025 net revenue, that works out to $283,467 of net revenue per employee.

Yelp Q2 2026 Results and 2026 Outlook

• Yelp reported Net Revenue increased by 1% year over year to $376 million for Q2 2026.
• The 10-Q states the same quarter more precisely at $375.5 million, up 1%.
• Other revenue grew 98% year over year to $33.0 million.
• Yelp narrows its outlook range for 2026 Net Revenue to $1.460 billion to $1.470 billion.
• Six-month net revenue reached $737.0 million, up 1%.

Source: Yelp Q2 2026 results release and SEC Form 10-Q, August 2026

Yelp frames the quarter around product rather than price. Its shareholder letter opens: Yelp continued to advance its AI transformation in the second quarter, as our team made local discovery more conversational, delivered tools to help businesses succeed, and expanded the reach of our trusted content through new partnerships. Distribution partnerships of that kind land in the Other revenue line long before they reach advertising, which is where this quarter’s movement actually came from.

Yelp Statistics the Filings Do Not Disclose

• Yelp reports three device channels of 59.7 million, 37.4 million and 28.0 million average monthly unique devices rather than one visitor total, and warns that devices may not accurately reflect the number of individuals who actually visit our website.
• Advertiser counts are reported as 510,000 paying locations rather than companies, and Yelp’s own table language points to multi-location advertisers contributing several each.
• Average revenue per location is characterized as flat compared to the second quarter of 2025, with no dollar figure attached in the letter.
• The FY2025 revenue table splits net revenue by product alone, so no geographic breakdown accompanies it.
• Yelp reports app traffic as 28.0 million app unique devices rather than downloads or installs, which is a different measure from the install counts tracked in mobile app download statistics.

Every one of those gaps is a place where third-party round-ups tend to fill in an estimate. Reporting the absence is more useful than manufacturing a number, particularly for a company that files quarterly and could publish the figure if it wanted to.

Conclusion

Yelp closed 2025 with 330.2 million cumulative reviews and net revenue of $1.46 billion, up 4%, while every traffic channel it measures contracted and average cost-per-click rose 9%. The advertising base is splitting in two: Services held flat at $241 million in Q2 2026 while Restaurants, Retail and Other fell to $101.5 million. Analysts, local advertisers and researchers tracking review platforms get the clearest read by treating those two halves as separate businesses.

The line worth watching next is the smallest of the three. Other revenue nearly doubled in Q2 2026 while total advertising shrank, so the fastest-moving product category is now the one not priced per click. Guidance keeps FY2026 revenue inside $1.460 billion to $1.470 billion, so the mix rather than the total is what the next few quarters will settle. Wider category context sits in local search and mapping usage data.