New ad based service claims “118 out of date”

A NEW advertising based Directory Enquiries service - available exclusively on mobile phones - has launched, offering consumers a 70 per cent saving and claiming that it is set to end the costly days of 118.

The new directory enquiries number – 68 100 – launches today claiming it could save consumers up to £133 million a year.

The new service is available on all mobile phones and with calls costing just 35p, it will significantly undercut the Number’s 118 118 directory service which costs £1.13p for a typical call.

68 100 co-founder, Murray McPherson, said: “The time has come for the end of over priced directory enquiry services. 68 100 is sending a clear message to the market, calling for directory enquiry services to be priced simply and cheaply across all mobile networks.”

“At 35p per minute 68 100 is 70 per cent cheaper than the most widely used 118 numbers - this has to be good news for all mobile phone users.”

“Brits are calling directory enquiries around 12 times a year, which means this new number will save them an average £10.20 a year.”

Research reveals that two in five (40 per cent) callers feel 118 operators drag out conversations to drive up the cost of the call, whilst a further third (32 per cent) are totally unaware of the high cost of calls to 118 services.

The cost of the 68 100 service is supplemented through advertising – users will be asked to listen to a short 20-second advertisement before they receive their requested information. Advertisers already signed up to the service include household names such as DELL, Sky, HomeServe, LV and Fitness First.

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