THE LATEST 411

on, well, 411 isn't good news for consumers.

Fees for directory assistance calls (including ones made from cellphones), are on the rise. On Feb. 1, Sprint increased its 411 fee from $1.49 to $1.79. Last fall, Verizon and Cingular boosted fees to $1.49 and $1.79, respectively.

But the good news is, thanks to a newly expanded service called 1-800-FREE-411, you can request the digits of individuals and businesses without paying a fee at all. (The start-up has been around since September 2005, but was propelled into the spotlight late last year after garnering $30 million in venture capital.) The trade-off is minor: to keep the service free, you'll listen to a short sponsor ad (on average 12 seconds) from a local business before your request is completed.

The way it works isn't all that different from regular 411, although the process is slightly more automated. Call the toll-free number 1-800-373-3411 and follow the prompts. You'll be asked for the city and state, and whether the number you're looking for belongs to a business, residence or governmental entity. Tell the system what or whom you're looking for, and the street, if known. Should you manage to garble your request, the service offers live operators to help. After a short ad an automated voice relays the number you're looking for. The whole process takes less than a minute.

We tried the service several times, seeking out (among other requests) a relative in Florida and the nearest Staples in New York City. Each time, the service worked flawlessly. One caveat: Unlike pay-for 411, this free service can't offer the option to automatically connect you to the person or business you're trying to reach. Have a pen and paper on hand to jot down the number.