British directory enquiries service, 118 118 is notable for its retro-style and 1970's runners featured in commercials over the last fourteen years. 118 118 is the UK's largest directory enquiries service and connects more than eight million people every year with the businesses they are trying to call. In more detail, every year more than 700,000 people find the right number to call to order food or book a table, 350,000 pet owners find the right services they need and around a million people find the taxi they need. The company has explained that the most five popular numbers searched for are Hotels, Hospitals, Taxis, Pubs/Inns/Bars and Local Government. Rounding out the top ten we find Banks, Central Government, Restaurants, Car Dealers and Medical Practitioners/Therapists. The business takes pride on offering a fast service to callers, whereby calls are usually answered in a few seconds and the correct number given inside a minute.
118 118 has recently announced a new way for people to use the directory enquiry service via the launch of a new mobile app, which features a subscription service. The application offers a headline of unlimited calls and connections for a monthly cost of £2.48 or £4.98 respectively that does not use an Internet connection: the application explains that users must not exceed an average of 100 calls a month or exceed 300 minutes. 118 118 believe the service is ideal for elderly parents or grandparents, drivers out of Internet range, business people or perhaps more importantly their personal assistants. The application is available for both iOS and Android devices and works by offering four free calls on the service, before customers must pay the regular amount via their bank card. The mobile app will sit alongside 118 118's other four service options, which include a "five star premier service" available on 118 118, a free call, advert supported service on 0800 1183733, a one-off search option for £1 and a free search available at the 118 118 website.
118 118's General Manager, Peter Trott, said this on the new app: "We think that our new mobile App leads the way in the industry for mobile directory services at a highly affordable level with a subscription based app that people are used to with their mobile operator. At 118 118 we pride ourselves on the quality of the service we deliver, so much so that if we don't supply the right number, customers can have their money back."