118777 from Unicom is be available to both business and residential users.
Priced at 49p connection charge and 14p per minute, it will mean 118777 undercuts the three main current directory enquiry service providers –
118118 by 28%, Yellow Pages' 118247 by 30% and BT's 118500 by 31% - for an average duration call.
"The price may be more than competitive, but it does not mean we will be providing a cut-price service," said Chris Earle, Operations Director of Unicom.
"118777 will provide a high level of service along with all the other types of directory enquiry information a customer might expect. It's a notably memorable number so we expect that if customers use it once, they will be happy with the service and price and will use 118777 again and again.
"118777 is yet another Unicom service that is provided at a sensible price but still allows us to make a modest profit which in turn enables us to create and deploy even more new products and services."