A new directory enquiries number has been launched which hopes to offer a new channel for advertisers to connect directly with potential customers.

The service, available only from mobile phones, plays a 20 second targeted message to callers who pay 70 per cent less then for then traditional directory enquiries calls.

Isabel Magan Campbell, co-founder of  the service 68 100, said "People on the move want instant yet cheaper directory enquiry services and are willing to listen to a message that is relevant to them in return.  Our trials of this service model have delivered conversion rates of up to 4% by offering our advertisers direct access to customers at the touch of a button."

Financial services firm Liverpool Victoria, Dell, Sky, HomeServe and Fitness First have all signed up as launch advertisers.

Jim Fox, associate director at media planner Carat, said, "Traditionally print directory advertising has provided cost effective leads for my clients, however as the media landscape changes and print directory usage wanes 68 100 allows advertisers to place their product offering directly wherever mobile consumers are requesting information and encourages instant contact.

Callers have the choice of being connected directly to their number or to go directly through to the advertisers call centre.  All callers receive a text with their requested number presenting a further opportunity for a short message from the advertiser.