International directories business Yell has chosen WIN plc to provide the software platform for its new 118 24 7 TextBack service.
The service enables consumers to quickly text simple directory enquiry requests for classified business information, and then receive a fast text response containing an embedded link to call the business telephone number directly. The service is operated 24 hours a day, 7 days a week by the same team that handles the 118 24 7 telephone directory service. 
WIN will manage the behind-the-scenes text element of the service for Yell. WINs cross-network text message platform will route enquiries and responses to and from 118 24 7 advisors in one of Yells UK call centres in Bristol or Newport. 
Texts to the service are charged at standard network rates, while 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 consumers specific request will not incur a charge. WIN will also handle all the behind the scenes billing associated with the service on Yells behalf.
For occasions when making a phone call isnt 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, says Yell UK, President of New Media, Mark Canon. We expect it to be a very popular and useful way for consumers to contact our database of more than 2.3 million businesses.
The TextBack service will be promoted via a TV, radio and online ad campaign.