118 goes free – but just for landline callers

Steve Weller, Head of Communications Services, at independent comparison and switching service uSwitch.com, comments on the launch of 0800 118 FREE.

“The introduction of 0800 118 FREE sets a new direction for telephone directory enquiries services and is an important strategic move to entice customers back into this market.

“Directory enquiries services have significantly fallen in popularity since BT’s 192 monopoly was scrapped four years ago. 192 was used by nearly three quarters of adults, but now only 40% - less than half – use 118 services. This is despite there being over 100 different 118 providers on the market.

“The huge number of providers now operating 118 services has caused a headache for customers due to the dramatic differences in their cost. It can vary by as much as 85% to retrieve a number from a 118 service – compared to a fixed rate of 40p per minute to call BT’s former 192. The introduction of ‘call connect’, which operates on a different charging structure, has further fuelled confusion. Finally, with 11.7 million households now connected to broadband, many savvy customers are happy to search online for the number.

“The new no-frills service will provide callers with the telephone number they require without the option of being connected or receiving an SMS. However, to keep this service free, customers will have to listen to a sponsorship message before receiving their required number. If they are willing to accept this small compromise, the new service should be very well received.

Weller concludes: “We look forward to seeing a similar ‘free’ service for the increasing number of people who call up directory enquiries from their mobile phone, but for the time being they will continue to be charged for making these calls.”