Form 4: Yelp CTO Sells Shares Under 10b5-1 Plan

Yelp's Chief Technology Officer, Sam Eaton, sold 195 shares of common stock for $28.85 per share on December 2, 2025, under a pre-arranged 10b5-1 trading plan.

Summary

• Sam Eaton, Chief Technology Officer of Yelp Inc. (YELP), reported a transaction involving company common stock.
• On December 2, 2025, Eaton sold 195 shares of Yelp common stock at a price of $28.85 per share.
• The sale was executed pursuant to a Rule 10b5-1 trading plan, which was adopted by Eaton on February 20, 2025.
• These shares were acquired under Yelp's 2012 Employee Stock Purchase Plan ("ESPP") on November 30, 2025.
• Following this transaction, Eaton beneficially owns 122,880 shares of Yelp common stock directly.

Sentiment

Score: 5

Explanation: The transaction is a routine insider sale under a pre-arranged 10b5-1 plan, involving a relatively small number of shares, which typically has a neutral impact on market sentiment.

Positives

• The sale was conducted under a pre-arranged Rule 10b5-1 trading plan, indicating a planned transaction rather than a reaction to new material non-public information.

Negatives

• Insider selling, even under a 10b5-1 plan, can sometimes be perceived as a lack of confidence, though the small volume here mitigates this.

Future Outlook

This filing does not contain any forward-looking statements or guidance.

Industry Context

This insider transaction is a routine event and does not provide specific insights into broader industry trends or competitive landscape.

Stakeholder Impact

• Shareholders: Minimal impact due to the small volume of shares sold and the pre-planned nature of the transaction.

Key Dates

Keywords

Yelp, YELP, Form 4, insider trading, stock sale, Sam Eaton, CTO, 10b5-1 plan, ESPP