A WELSH-based directory enquiries provider has been criticised by Monmouth MP David Davies after a local company accused operators of referring potential customers elsewhere reports ANDY SHERWILL.

Heads of the Valleys Training which is based in Gilwern, claim callers using 118 118 to get their telephone number are being offered to be connected to a rival business instead.

The firm complained to Mr Davies, who has written to Ofcom, the telecommunications regulator to see if any rules have been breached.

He said 118 118, which has call centre offices in Cardiff, was undermining fellow Welsh companies by diverting customers away from the businesses they wish to speak to.

"Heads of the Valleys Training is a well-respected and well-known local business in Monmouthshire," said Mr Davies.

"Coincidentally, I did my HGV training with them when I worked in the haulage industry some 20 years ago, although there has been a change of management since then.

"However it has been brought to my attention that when customers ring 118 118 and ask for the telephone number for Heads of the Valleys Training, the operator tries to put them through to the AA. I called myself and was offered a discount on lessons.

"The phone directory service 118 118 purports to be an information service and it therefore seems highly questionable for them to try and direct potential customers elsewhere.

"It's certainly a poor way to treat local businesses which don't have the means to compete with large national organisations such as the AA.

"If companies want to pay for advertisements, then fair enough, but this is a very underhand method of carrying out marketing especially when people do not expect to be redirected elsewhere.

"It's a great shame if Heads of the Valleys Training lose custom as a result."

Paul Dunstall, Training Manager at Heads of the Valleys Training, added: "At this present time, running a business is challenging to say the least.

"When customers request our number from what we believe to be an impartial service, the last thing we need is for them to be poached and diverted to a large national company."

A spokesman for 118 118 said: "It is very important to recognise calls to 118 118 are paid for entirely by the caller. Heads of the Valleys Training, like nearly all businesses listed by 118 118, does not pay a penny to have their number given out."

"Directory enquiries is changing, and 118 118 is striving to be part of the fundamental transformation of how we seek and use information, ushered in by the web and mobile technologies.

"These alternative technologies almost always give alternatives and carry paid-for advertising and sponsored links, as any user of Google would experience.

"Indeed, four out of every five additional number offers carried by 118 118 are for small, local businesses who benefit from the opportunity to compete equally with larger brands with substantial marketing budgets."

"This provision of additional numbers is wholly compliant with the code of practice set out by PhonepayPlus, that regulates directly all premium rate telephone services and not Ofcom.

"The regulator is satisfied the duration of the additional information we give is wholly proportionate."

"Four out of every five extra numbers given out by 118 118 are actually for small, local businesses who benefit from the opportunity to compete more equally with larger brands with substantial marketing budgets, so we are contributing to regional business in this way.??

"Bluntly, unless 118 118 develops and moves with the times, in the end directory enquires as a service is threatened. Ten years a go a billion directory calls were made every year. Today it is less than 100 million."