On the pay-per-text ad channel, called TXT//AD, ads will be sold by business or service sector, and will include advertisers' phone numbers, special offers or advertising straplines.
Miva will manage the sale of the new model to advertisers and their agencies.
Seb Bishop, Miva's director, said the service would take advantage of the tens of millions of directory enquiries texts sent each year.
He said: "A car hire company can now buy space in every text message sent in response to 118 118 enquiries for companies in the airlines ad group. We believe this is an incredibly powerful and highly targeted new ad model."
William Ostrom, communications director at The Number, added: "Mobile callers to 118 118 ring us because they have an immediate and direct need to reach a business or service. Now, we've developed and tested a proposition that we believe greatly increases the value of every message, without making any additional charge to the end user."
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