Yell.com has announced it will donate 25p to charity every time a web user reviews a business listed in its online directory.
Web users just need to register with Yell.com, then they can write as many reviews as they like. Reviews must be at least 140 words and must be provided along with a star rating. Users will earn 25 donation points for each review, which is then converted into a monetary donation (25p) to any of the selected charities.
People can gain further points by adding a photo to their review or by inviting a friend to review a service.
Yell.com said it hoped it could massively increase the number of user reviews online for local businesses.
"Online reviews help everyone find out which local businesses provide the best service – and they encourage the businesses to give them the best service possible. So everyone wins," Sokratis Papafloratos from Yell.com
Initially the donations will be made to charities picked by Yell.com, including Oxfam, the Woodland Trust and Action Against Hunger. However, the website said charities that want to get involved could contact Yell.com for consideration. Charities interested in taking place should email email@example.com.