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        <filerInfo>
            <filer>
                <filerCredentials>
                    <cik>0001349334</cik>
                    <ccc>XXXXXXXX</ccc>
                </filerCredentials>
            </filer>
            <liveTestFlag>LIVE</liveTestFlag>



        </filerInfo>
    </headerData>
    <formData>
        <issuerInfo>
            <issuerCik>0001345016</issuerCik>
            <issuerName>YELP INC.</issuerName>
            <secFileNumber>001-35444</secFileNumber>
            <issuerAddress>
                <ns2:street1>350 Mission Street, 10th Floor</ns2:street1>
                <ns2:city>San Francisco</ns2:city>
                <ns2:stateOrCountry>CA</ns2:stateOrCountry>
                <ns2:zipCode>94105</ns2:zipCode>
            </issuerAddress>
            <issuerContactPhone>(415) 908-3801</issuerContactPhone>
            <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>DAVID SCHWARZBACH</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
            <relationshipsToIssuer>
                <relationshipToIssuer>Officer</relationshipToIssuer>
            </relationshipsToIssuer>
        </issuerInfo>
        <securitiesInformation>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <brokerOrMarketmakerDetails>
                <name>Morgan Stanley Smith Barney LLC Executive Financial Services</name>
                <address>
                    <ns2:street1>1 New York Plaza</ns2:street1>
                    <ns2:street2>8th Floor</ns2:street2>
                    <ns2:city>New York</ns2:city>
                    <ns2:stateOrCountry>NY</ns2:stateOrCountry>
                    <ns2:zipCode>10004</ns2:zipCode>
                </address>
            </brokerOrMarketmakerDetails>
            <noOfUnitsSold>10000</noOfUnitsSold>
            <aggregateMarketValue>350958.00</aggregateMarketValue>
            <noOfUnitsOutstanding>65033177</noOfUnitsOutstanding>
            <approxSaleDate>03/17/2025</approxSaleDate>
            <securitiesExchangeName>NYSE</securitiesExchangeName>
        </securitiesInformation>
        <securitiesToBeSold>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <acquiredDate>02/20/2024</acquiredDate>
            <natureOfAcquisitionTransaction>Performance Shares</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>ISSUER</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>3770</amountOfSecuritiesAcquired>
            <paymentDate>02/20/2024</paymentDate>
            <natureOfPayment>Not Applicable</natureOfPayment>
        </securitiesToBeSold>
        <securitiesToBeSold>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <acquiredDate>08/20/2023</acquiredDate>
            <natureOfAcquisitionTransaction>Restricted Stock</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>ISSUER</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>1851</amountOfSecuritiesAcquired>
            <paymentDate>08/20/2023</paymentDate>
            <natureOfPayment>Not Applicable</natureOfPayment>
        </securitiesToBeSold>
        <securitiesToBeSold>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <acquiredDate>02/20/2024</acquiredDate>
            <natureOfAcquisitionTransaction>Restricted Stock</natureOfAcquisitionTransaction>
            <nameOfPersonfromWhomAcquired>ISSUER</nameOfPersonfromWhomAcquired>
            <isGiftTransaction>N</isGiftTransaction>
            <amountOfSecuritiesAcquired>4379</amountOfSecuritiesAcquired>
            <paymentDate>02/20/2024</paymentDate>
            <natureOfPayment>Not Applicable</natureOfPayment>
        </securitiesToBeSold>
        <nothingToReportFlagOnSecuritiesSoldInPast3Months>N</nothingToReportFlagOnSecuritiesSoldInPast3Months>
        <securitiesSoldInPast3Months>
            <sellerDetails>
                <name>DAVID SCHWARZBACH</name>
                <address>
                    <ns2:street1>350 Mission Street, 10th Floor</ns2:street1>
                    <ns2:city>San Francisco</ns2:city>
                    <ns2:stateOrCountry>CA</ns2:stateOrCountry>
                    <ns2:zipCode>94105</ns2:zipCode>
                </address>
            </sellerDetails>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <saleDate>02/26/2025</saleDate>
            <amountOfSecuritiesSold>5625</amountOfSecuritiesSold>
            <grossProceeds>195773.63</grossProceeds>
        </securitiesSoldInPast3Months>
        <securitiesSoldInPast3Months>
            <sellerDetails>
                <name>DAVID SCHWARZBACH</name>
                <address>
                    <ns2:street1>350 Mission Street, 10th Floor</ns2:street1>
                    <ns2:city>San Francisco</ns2:city>
                    <ns2:stateOrCountry>CA</ns2:stateOrCountry>
                    <ns2:zipCode>94105</ns2:zipCode>
                </address>
            </sellerDetails>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <saleDate>02/26/2025</saleDate>
            <amountOfSecuritiesSold>4375</amountOfSecuritiesSold>
            <grossProceeds>152268.38</grossProceeds>
        </securitiesSoldInPast3Months>
        <securitiesSoldInPast3Months>
            <sellerDetails>
                <name>DAVID SCHWARZBACH</name>
                <address>
                    <ns2:street1>350 Mission Street, 10th Floor</ns2:street1>
                    <ns2:city>San Francisco</ns2:city>
                    <ns2:stateOrCountry>CA</ns2:stateOrCountry>
                    <ns2:zipCode>94105</ns2:zipCode>
                </address>
            </sellerDetails>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <saleDate>01/15/2025</saleDate>
            <amountOfSecuritiesSold>926</amountOfSecuritiesSold>
            <grossProceeds>36583.11</grossProceeds>
        </securitiesSoldInPast3Months>
        <securitiesSoldInPast3Months>
            <sellerDetails>
                <name>DAVID SCHWARZBACH</name>
                <address>
                    <ns2:street1>350 Mission Street, 10th Floor</ns2:street1>
                    <ns2:city>San Francisco</ns2:city>
                    <ns2:stateOrCountry>CA</ns2:stateOrCountry>
                    <ns2:zipCode>94105</ns2:zipCode>
                </address>
            </sellerDetails>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <saleDate>01/15/2025</saleDate>
            <amountOfSecuritiesSold>5193</amountOfSecuritiesSold>
            <grossProceeds>205157.77</grossProceeds>
        </securitiesSoldInPast3Months>
        <securitiesSoldInPast3Months>
            <sellerDetails>
                <name>DAVID SCHWARZBACH</name>
                <address>
                    <ns2:street1>350 Mission Street, 10th Floor</ns2:street1>
                    <ns2:city>San Francisco</ns2:city>
                    <ns2:stateOrCountry>CA</ns2:stateOrCountry>
                    <ns2:zipCode>94105</ns2:zipCode>
                </address>
            </sellerDetails>
            <securitiesClassTitle>Common</securitiesClassTitle>
            <saleDate>01/15/2025</saleDate>
            <amountOfSecuritiesSold>3881</amountOfSecuritiesSold>
            <grossProceeds>153325.11</grossProceeds>
        </securitiesSoldInPast3Months>
        <noticeSignature>
            <noticeDate>03/17/2025</noticeDate>
            <planAdoptionDates>
                <planAdoptionDate>08/29/2024</planAdoptionDate>
            </planAdoptionDates>
            <signature>/s/ David Alan Schwarzbach</signature>
        </noticeSignature>
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144
0001349334
XXXXXXXX
LIVE
0001345016
YELP INC.
001-35444
350 Mission Street, 10th Floor
San Francisco
CA
94105
(415) 908-3801
DAVID SCHWARZBACH
Officer
Common
Morgan Stanley Smith Barney LLC Executive Financial Services
1 New York Plaza
8th Floor
New York
NY
10004
10000
350958.00
65033177
03/17/2025
NYSE
Common
02/20/2024
Performance Shares
ISSUER
N
3770
02/20/2024
Not Applicable
Common
08/20/2023
Restricted Stock
ISSUER
N
1851
08/20/2023
Not Applicable
Common
02/20/2024
Restricted Stock
ISSUER
N
4379
02/20/2024
Not Applicable
N
DAVID SCHWARZBACH
350 Mission Street, 10th Floor
San Francisco
CA
94105
Common
02/26/2025
5625
195773.63
DAVID SCHWARZBACH
350 Mission Street, 10th Floor
San Francisco
CA
94105
Common
02/26/2025
4375
152268.38
DAVID SCHWARZBACH
350 Mission Street, 10th Floor
San Francisco
CA
94105
Common
01/15/2025
926
36583.11
DAVID SCHWARZBACH
350 Mission Street, 10th Floor
San Francisco
CA
94105
Common
01/15/2025
5193
205157.77
DAVID SCHWARZBACH
350 Mission Street, 10th Floor
San Francisco
CA
94105
Common
01/15/2025
3881
153325.11
03/17/2025
08/29/2024
/s/ David Alan Schwarzbach