Case Study: Whitepages slashes infrastructure costs and delivers single-digit latency with Redis on Flash (Redis Labs)

As Whitepages Expands, It Relies on Redis on Flash to Keep Operational Costs Low and Performance High

Whitepages, a global leader in digital identity verification, powers people-search and identity services with an expanding dataset of more than five billion records. Its proprietary Identity Graph™ triggers dozens of lookups per query (about 100) and can generate up to 200,000 Redis calls per second; as the company expanded beyond North America, its ElastiCache-based approach and other NoSQL options couldn’t scale cost‑effectively while meeting strict sub‑100ms SLAs.

Whitepages adopted Redis on Flash from Redis Labs, which keeps hot keys in RAM and moves cold values to SSDs, reducing RAM use to 30% of prior levels while preserving single‑digit latency. The company now stores over 3 TB in Redis on Flash, runs a master/slave setup across two availability zones for high availability, and reports infrastructure savings of hundreds of thousands of dollars per year while meeting customer performance guarantees.

WhitePages

Varun Kumar

Senior Principal Architect