UK mobile phone directory

I got this email last week…

Maybe you have heard about this but early next week all UK mobiles will be on a directory which will mean that anyone will be able to access the numbers.
It is easy to unsubscribe but it must be done before the beginning of next week to make sure that you are ex directory. I have unsubscribed and you may want to suggest it to all your friends and family who have UK mobiles or they could be swamped by unsolicited messages and calls. Removal is recommended by the BBC – see link below. _lunch/8091621.stm
The Directory of Mobile Phone numbers goes live next week. All numbers will be open to cold calling and the general abuse that less scrupulous telesales people subject us too.
To remove your number go here. (you need your mobile phone with you to do this, they text you a code)
When on the site, click “Home” then “Ex-directory” this will remove you from the directory.
You can remove your number from this list, and tell all your friends – especially those with children who have mobile phones. I personally believe my mobile number is private and I should be able to chose who I give it to – none of us agreed to this when we signed our mobile phone contracts.

I am not sure if they is any differentiation between children and adults on this or exactly how they are acquiring the numbers.
I would like to presume that buying them off mobile network companies would not be legal so they are just buying every number they can from list owners.
Either way this has caused quite a panic as people’s kids have mobiles.
I’m mildly intrigued about the opt-out policy of anyone receiving SMSs from this service as 118 might be sending it themselves or they might just sell the numbers on. Either way, correct me if I am wrong but I think you need to opt-out from the list owner and the sending brand and unless I’m mistaken, with SMS they can’t ask you to pay to opt-out unless you have agreed to it when you opted in – which you could not have explicitly done, so it will need to have a free to text shortcode.

I have tried to remove my self but the service appears to have been down for at least 4 days now, hopefully they’ll get it working again before they start the service.

I have not researched this deeply so some of this could be inaccurate.