Reply Inc. of Sam Ramon, Calif. just announced its filing of a registration statement with the U.S. Securities and Exchange Commission (SEC) for a proposed initial public offering (IPO) of its common stock. The number of shares to be sold in the proposed offering and the offering price have not yet been determined.

A Yelp competitor, Reply.com operates a proprietary auction marketplace that enables advertisers to acquire locally-targeted and category-specific customer prospects on a cost-per-Enhanced Click or cost-per-lead basis.  According to RedHerring, Reply delivered more than 4.9 million leads serving better than 5,000 advertisers during Q409.