First, WhitePages introduced a caller ID app that displayed not only the names of callers but also their location and social media updates. Now, with its updated WhitePages Android app, new social and discovery features make it easier to find the closest hotel or see what your friends are up to.

Based on your mobile location, users can find over 200 million people and 30 million businesses complete with contact information and maps. The Store Locator brings up the closest locations of the most popular stores in your area, and you’re also able to find friends via social media outlets and plan a meal (menus are available, too).

WhitePages already has these features for its top 10 iOS app, which was introduced earlier this year. The Current Caller ID app has been out for two months and already has over 1 million downloads, which drove a 50 percent increase in daily downloads of the people and business search app.

I played around with with the app on my Android for a bit. The design is clean and the functionality is easy to use.

The built-in tabs on the top of the home screen allow you to search for people, businesses, reverse phone numbers and reverse addresses. Just below is the new “Around Me,” section, where you can see nearby people, businesses and popular stores in the area.

I tried searching my phone number and others from my call log. Some were “unidentified,” with the option to pay $1.99 for WhitePages’ premium phone lookup option.

WhitePages CEO and tech industry veteran Alex Algard was on the GeekWire podcast last week. Algard tells the story of the company’s founding and talks about its current strategy, including its mobile apps, its approach to privacy and how it’s keeping a startup-style approach even after 15 years in business.

Algard said that WhitePages was first to bring caller ID to Android a few years ago, noting that they would identify a caller by location; first and last name and other factors. A few months ago, they started adding in social data to that service.

“Now, users are able to actually connect to their LinkedIn, Facebook and Twitter accounts, and whenever their phone rings or they receive a text message — they will not only get all of the information we already provided, like the name and location of the caller — they will also see this little pop-up that shows on the phone with the person’s latest Tweet or Facebook status update or their LinkedIn bio,” Algard said.

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