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The directory enquiries service is offering brands the option to add their contact details to texts sent out as follow-ups to specific enquiries.

For example, a caller requesting the details of one local pizza restaurant could also be sent those of a rival business.

Hertz is believed to be one of the brands involved in the trial.

118 118 is seeking a direct agency to handle the launch of the service, which is due to be unveiled in February.

A spokesman said the initiative was part of plans to use text space to give consumers additional information.