Remember when directory assistance used to be free? In the 1990s, telephone companies began charging for this service, and now many companies charge over $1.00 per call, with some customers paying as high as $1.75 per call for directory assistance. Now a Bay Area company is reintroducing free directory assistance.

On Wednesday, 1-800-411-SAVE began offering directory assistance for U.S. phone numbers to San Francisco Bay area residents.

“The average 411 user spends nearly $60 a year on directory assistance charges,” said Andre Vanier, CEO of 1-800-411-SAVE. “Even in the Bay Area, that can buy you dinner at a nice restaurant (as long as you don’t have a date!). Our message to Bay Area residents is that 1-800-411-SAVE is the better way.”

Callers to 1-800-411-SAVE will immediately reach a live operator. After asking for the listing, they will hear a 10 to 15 second advertisement, and then their requested listing. Callers can press the star (*) key to be connected to the advertiser.

The ads will be targeted to the specific product or service the caller is looking for, according to the company. “For example, a caller asking for a particular florist in San Francisco may hear an ad from a competing florist with an offer for 10% off any service,” the company said in a news release.

Even with ads, the company expects to generate revenue through targeted advertising and offering callers live operators. Many people are frustrated by computerized voice recognition systems which they say frequently have trouble understanding them.

Currently the service is only available in the San Francisco Bay area, though the company expects to offer the service nationwide in 2006. Callers outside these areas can also sign up online to participate if they agree to fill out a survey about their experience with the system.