It is a national operator assisted electronic business directory. The benefit of the service to the user is that the caller needs only to know the type of business/service they are looking for. The search results are available either by type of business, by business name, by business category and location or by business name and location. The service is available from 07h30 to 22h30 on the national number 10-11-8, it's not surprising that more than 6 million referrals are made every year. Another great feature of this service is that information is as up-to-date as possible, since the database is refreshed daily. With 23,5 million cellphone subscribers in South Africa, and 62% of urban adults having access to telephones at home and/or work, 10-11-8 is an ideal way to reach consumers. This is borne out by the fact that 30% of urban adults with access to telephones at home and/or work have used 10-11-8 to source suppliers of goods and services. An added bonus is that 93% of all callers to 10-11-8 are in LSM 6-10, or middle to upper income groups.