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118 118 (UK)


118 118 is the UK telephone number for a US owned directory enquiries provider. Once wildly popular for its iconic advertising featuring two runners, the service has experienced dramatic decline in calls due to a 1400% increase in the cost of a one-minute call. Calls are answered from call centres in the Philippines, with some administration in Cardiff, Wales and other management offices in London that provides telephone numbers, given subscriber name and address, and answers general questions on any subject. 118 118 started operation in December 2002. In September 2013 the company started 118118Money, a provider of unsecured personal loans.

118 118 is the brand name of The Number UK Ltd, a wholly owned subsidiary of US directory enquiries provider Knowledge Generation Bureau (formerly InfoNXX).

In 2006, kgb, the parent company of 118 118 in the UK, purchased rival Directory Assistance provider Conduit to produce the largest company of its type in the UK.

Numbers starting with "118" were designated for commercial directory enquiries when the fixed priced 40p British Telecom directory enquiries service on 192 and 142 was discontinued. The different 118 numbers were allocated by lottery. Originally Surrey-based Leaf Telecom was allocated the 118118 number; The Number UK Ltd paid a reported £2 million to acquire it.

118 118 is primarily seen as a directory enquiries service, but provides a wider range of services, not only providing numbers to users but also train times, cinema listings and directions. Another number provided by the company, 118811, charges a fixed-rate £1.00.

Calls to 118 118 from most landlines are charged £3.49 per call plus £3.49 per minute, (minimum 60 second charge applies).

In May 2008, 118 118 introduced a service whereby customers can ask any question they want.

A free service, providing only directory enquiries, is also available by dialling 0800 118 3733 (0800 118 FREE). This is an automated service providing directory enquiries only and is paid for by advertising, and may be used without registration. In addition 118 118 operate free fixed online and mobile services, at www.118118.com and by using the 118 App on the Android and Apple platforms.

New Ofcom regulations came into force on 1 July 2015, making all call charges to 118 numbers more transparent, consisting of a Service Charge and Access Charge.


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