This was just what I was looking for!  It's a true white color with no yellow or beige or gray undertones.  It's a looped pile rather than a cut shag which is what I wanted as I find shags always flatten.  I'm pleasantly surprised at the pile depth.  Feels great underfoot.  I bought this for a rarely used guest room so can't speak for how well it would hold up in a high traffic area.  But personally I wouldn't ever put white in such a place!   I don't think you can beat this for the price.