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Our History

Sensis Innovation Timeline: over a century of experience and an eye for the future


Sensis' traditions stretch back to the creation of the first telephone book in 1880.

For the next 114 years, Australia's directories leader focused on the publication of the White Pages® and Pink Pages (later Yellow Pages®) print directories.

But with the advent of the web and the launch of the world's first online directories in 1994, things began to change - and change fast…

1880: The first Australian telephone exchange and telephone directory are established.

1906: The first business listings were published in a trade listings section in the Adelaide White Pages®.

1958: The Melbourne and Sydney telephone directories become so large they are split into alphabetical and classified directories.

1975: The Yellow Pages® directory is launched. Telecom creates the National Directory Service to manage directory publication and distribution.

1994: The world's first Yellow Pages® OnLine directory is launched. This is soon followed by the world's first White Pages® OnLine site.

1997: The Whereis® website is launched.

2002: Pacific Access rebrands to Sensis. We acquire BMC’s online advertising business and the Citysearch® lifestyle site.

2004: The 1234 tele-search service and the sensis.com.au search engine are launched.

2004: Sensis launches its first search applications for WAP and i-mode phones.

2005: Whereis® launches its first New Zealand in-car navigation database in Auckland.

2006: Yellow Pages® Mobile, Whereis® Mobile, Citysearch® Mobile and Sensis® Mobile applications now available on Telstra’s Next G™ network.

June 2009: White Pages® Mobile launched. Apple iPhone apps released for Yellow Pages®.

August 2009: Yellow Pages® app for Apple iPhone released.

November 2009: White Pages® app for Apple iPhone released.

April 2010: Telstra releases the T-Hub™ new generation home phone providing touch screen access to Yellow Pages® Online, White Pages® Online and 1234.

May 2010: Yellow Pages®, White Pages® and Whereis® sites for the Apple iPad released.

July 2010: Sensis is announced as winner of the 2010 Australian Business Awards for Environmental Sustainability in its industry.

January 2011: Sensis enters strategic agreement with Google to become an Authorised Reseller of Google’s AdWords advertising program in Australia.

February 2011: Sensis acquires Quotify, one of Australia’s largest providers of request for quote services.

March 2011: Sensis announces the launch of a range of digital marketing solutions developed to specifically meet the needs of Australian small businesses, such as the SiteSmart™ website creation service and Yellow Pages Offers®.

February 2014: Sensis is acquired (70%) by US-based private equity firm Platinum Equity. Telstra retains a 30% non-controlling share in Sensis.