Flood warnings by text

By Editorial Team (Tuesday, 22nd January 2008)

Mobile phone users who use directory service 118 118 will now be automatically sent Floodline's number on days when flood warnings have been issued.

The partnership between the directory service and the Environment Agency will see the message "Be prepared for flooding - call Floodline 0845881188" sent to customers to highlight the importance of preparation for flooding.

Communications director at the phone service William Ostrom said: "Because 118 118 is Britain's most called number, it means we can reach millions of mobile callers with a free text message for the Environment Agency."

Research by Millward Brown in October showed that 118 118, run by The Number, was the most dialled number in the UK, dealing with 52 per cent of all 118 directory enquiry calls.

The Number is the only company to offer free advice from fixed networks, although the charge for mobile phone users varies.

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