26 February 2008
The launch of a new freephone number for directory enquiries could save consumers millions, according to uSwitch.com.
Some £272 million could be saved by callers opting to use 0800 100 100 instead of paid-for 118 services, the price comparison and switching service has claimed.
Advertising will fund the new service and this will mean callers will need to listen to an advert of 20 seconds before receiving the number they want.
uSwitch.com predicts many consumers will see this as "a small price to pay" for receiving the information they need free of charge.
Steve Weller, uSwitch.com's head of communications services, described the introduction of a free number for directory enquiries as "a welcome move".
He predicted it would be "very well received" by consumers and that 118 services would find it harder to compete if they continue to charge users like they do now.
"Other directory enquiries services will need to think laterally about the way they are funded if they are to avoid the risk of becoming extinct," Mr Weller concluded.
According to 118.com, 118 118 is the most-called number in Britain thanks to its accuracy, instant access and range of features.
© 2008 Adfero Ltd
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