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In more Yelp-related news, the company has finally rolled out the ability for consumers to write reviews directly from its mobile app. The long-awaited functionality is available on iOS first, followed by Android.

According to Yelp, its mobile app is used on nearly 10.4 million unique mobile devices on a monthly average basis. Now, not only can consumers discover businesses, but they can leave feedback — the good and the bad — right away.

Previously Yelpers had the option to leave a Tip after checking in at a business. This limited customers to sharing bite-sized content, forcing longer reviews to wait. Mobile reviews are a better option for people looking to go into more detail, and when it comes to sharing experiences that can influence other buyers, the more information the better.

Now mobile users can find an “Add Review” option next to the “Add Photo,” Check In,” and “Bookmark” buttons. The Tip feature is still available, but now everyone can post a review directly from their iOS device — no more waiting to find a computer.

Yelp noted that it’s still experimenting with this feature, so it’s possible that short reviews might be posted as a Tip, but the author can go back and add in more detail at a later time. Doing so will result in their tip becoming a full-fledged review.

Aside from being a logical next step, this integration is especially helpful for iOS users. Yelp is no stranger to Apple’s mobile platform, as the company already integrates with Siri and in the new Maps app. It’s already easy for iOS users to interact with the review site, and this latest update makes that interaction much more valuable to businesses.

With the ability to post a review whenever your customers want, it’s now more important than ever to pay attention to what’s being said about your business. Not everyone will be level-headed about a bad service, and the easy access to reviews means that they won’t have a chance to cool off before sharing their experience. Be prepared for a mixed bag of feedback.

[Via: TechCrunch, Image credit: Alan Levine]