Yell uses WIN for new 118 24 7 text service

Yell, the international directories business, has chosen WIN, a UK provider of interactive mobile information and entertainment, to provide the software platform for its new 118 24 7 TextBack service.

The new 118 24 7 TextBack service allows consumers to quickly text simple directory enquiry requests for classified business information then receive a fast text response containing an embedded link to call the business telephone number directly.

The high quality service is operated 24 hours a day, seven days a week by the same team that handles the 118 24 7 telephone directory service.

Mark Canon, president of new media for Yell UK, said: “For occasions when making a phone call isn’t appropriate, 118 24 7 TextBack makes it easy to locate and call a late night taxi, a nearby Italian restaurant, or find out cinema information and film timings. We expect it to be a very popular and useful way for consumers to contact our database of more than 2.3 million businesses.”

WIN will manage the behind the scenes text element of the service for Yell. WIN’s cross network text message platform will route enquiries and responses to and from 118 24 7 advisors in one of Yell’s UK call centres in Bristol or Newport.

The text message response containing the requested information will cost the caller £1. Any texts that 118 24 7 needs to send to clarify the consumer’s specific request will not incur a charge. WIN will also handle all the behind the scenes billing associated with the service on Yell’s behalf.

Graham Rivers, WIN CEO, said: “We already handle more than one million customer interactions a day on behalf of brands and organisations and the new 118 24 7 TextBack service from Yell cements our position as the UK’s leading provider of interactive information services for mobile phone users.”

The new TextBack service will be highlighted in a forthcoming TV, radio and online advertising campaign for 118 24 7.