"Hi, can I have the new number for directory enquiries please?"

Directory enquiry services in the UK will never be the same again from tonight as the market opens up to competition.

Six digit numbers beginning 118 will come into effect from midnight, though the old 192 code will still work until August next year.

Mobile operators and overseas companies are among those who will make a play for the market, currently worth almost £300m per year - though both new entrants and BT reckon this figure will rise as listings, location-based services and other options are offered.

Orange is one of the well-known companies that will extend its current directory enquiry - or DQ - business. It obtained the memorable 118 000 (which it will say "eleven eight thousand") in the Oftel lucky dip.

David Taylor, Orange UK commercial director, said: "We're very happy. This [number] gets us over the first hurdle. We will offer a value for money service that is simple and easy to understand."

Orange is among those betting low-cost, automated competitors won't win the day, still counting on users stumping around 50p or so on average, not including call connections. It and others are stressing the value of having their own call centres where agents will help with various requests.

Robert Pines is CEO of US-based InfoNXX, which provides DQ services through incumbents such as Verizon Communications. InfoNXX's UK operations will depend on a greenfield 200 person call centre in Cardiff, to be expanded to 2,000 agents by next September. It owns the 118 811 number and also purchased the crown jewel 118 118 number for £2m after the prize draw.

"We handle 40 million calls per month in the US, we're totally focused on directory enquiries and we will bring our service quality to UK consumers," Pines said.

His operation, branded 118 118 The Number, was among those campaigning for 118 192 not to be made available, a request the telecoms watchdog granted.

As for BT, it is offering 'Finder' services for cinemas or specific films or TV programmes, as well as listings that tie in with the Scoot business it purchased this year. It has the not-so-memorable 118 500 number but the former monopoly DQ provider is putting on a brave face, pushing its "50 years of experience" and "well-trained call centre people".

Twenty-two numbers have been awarded, with those interested in becoming a DQ being entered into an Oftel draw, after meeting certain criteria. As of 10 December, seven companies will being offering 118 services.

The other providers will be British Gas Communications, Core Communications (trading as Opal Telecom), One.Tel and Telegate.