[toddkaufmann]

Suppose 100 top spam sites all had a portion of some top legitimate content site (like NYT). Wouldn't this lower the ranking of the legitimate site?

Ignoring other factors like number of incoming links--which for whocalled.us is probably a low number (why would anyone link to it?)--it seems like spam could (temporarily at least) pull down the others somewhat especially once any results can make it to the first page and get some clicks. In fact if there are 10 spam sites that link to each other or use some slimy affiliates they might get better listings.

I use services "like" whocalled.us all the time, usually for nearly every incoming number I don't recognize, before answering. I've seen whocalled.us and used it before, others equally often. I've noted a couple times (and even bookmarked I think) "this site seems less spammy than the others), but I don't remember which.

If there were some way to differentiate yourself from the others... allow people to register themselves as not telemarketers, or a business listing, or say who you are? I don't see how to verify or prevent abuse. I'm sure you've thought about this much more than me.