Head to head challenge with traditional directory assistance providers, automated internet voice directory assistance might be the next wave of internet services, and a second option for people on the go, especially for those who prefer free 411 services. On Friday, the internet search engine giant, Google launched an experimental free 411-like service, called “Google Voice Local Search”, which lets users dial 1-800-GOOG-411 (1-800-466-4411) from any phone to search for local business listings by name or category, then connecting them directly to the business selected free of charge.

Despite the unavailability of residential listings, the service is very similar to any other directory assistance providers, except it is fully utilizing automation and speech recognition in response to caller requests. It allows users using voice only to search through business listings by name or category, for example, you could say “pizza” or “rent a car”.

Furthermore, the automated directory service also allows users to send the listing details to any mobile phone via SMS via voice command, by simply saying “text message”.

Meanwhile, Google also offers another very similar service, called “Google Mobile”, free directory-assistance service, which lets mobile users using text messaging (SMS) to search phone book listings, movie showtimes, weather, facts, dictionary definitions, product prices, an many others. Still, with Google Voice Local Search, the internet voice directory assistance doesn’t require Internet connection or mobile phone to use it, allowing anyone to simply use any phone to access it. With that mentioned, the internet searching giant is clearly aiming to expand its reach by challenging directory assistance providers head-on, making it even more accessibly convenient for users.

With Google’s in-house developed internet voice directory assistance, Microsoft is also committing its self with a very similar move to this segment, with last month’s acquisition of the privately owned Tellme Networks Inc., which also offers automated internet voice directory assistance, piling more than 40 million monthly callers, according to Tellme’s figures.

Although Google did not disclose any other information in reference to, how it plans to monetize its new service. However, according to it FAQ’s, it is hinting that there will be ad supported internet directory assistance sometime in the future.

“At this point, the service is still in its experimental stage and we don’t support ads.” Google said on its Google SMS and Google Voice Local Search FAQ pages.