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As Yelp turns 15 this year, we're embarking on one of our most significant product updates with the introduction of a new personalized experience, yelp has always been a helpful discovery platform that surfaces great local businesses based on your search. By making it more personalized, we're saving people time and giving them an easy way to find the right business for them. Now, Yelp will help you discover businesses and activities based on who you are and what you like to do.