Google Ad Model Comes To 411

If Tyra Banks is a fan, what’s not to like? A startup offering free directory assistance—a rarity in these days of wireless networks charging hefty 411 fees—won the heart of the supermodel and daytime TV host, and now hopes to do the same with advertisers.

1-800-Free-411 provides free directory assistance for anyone willing to listen to a brief ad before hearing the desired listing. The model assumes that callers requesting, say, Hertz’s number won’t mind first receiving a short pitch from a rival rental-car company, and might even choose to connect to that company instead.