The TXT//AD service lets advertisers buy space in the text messages sent by 118 118 in response to customer directory enquiries.
The advertisers' messages will appear underneath the original number the customer requested through 118 118.
Advertisers could use the space to include a second phone number, promote special offers or include advertising straplines.
Miva will manage the sale of the model to advertisers and agencies. Ads will be sold across sectors, for example airlines. Miva's editorial team will work with clients to develop copy.
Seb Bishop, director and chief marketing officer of Miva, said: "118 118 texts tens of millions of directory callers with their enquiry details each year. TXT//AD for the first time gives companies the opportunity to have their number and any special offer included within these messages.
"A car hire company, for example, could now buy space in every text message sent in response to 118 118 enquiries for companies in the 'airlines' ad group."
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