WEST Mercia Constabulary is launching a new non-emergency telephone number - 0300 333 3000.

The new number, introduced in line with Ofcom recommendations, has been chosen as it is easy to remember and dial and will reduce the cost of calling the police force in a non-emergency situation.

The new number replaces 08457 444888, although that number will still be available.

The move from a 08 prefixed number to a 03 prefixed number will reduce the cost of calling the police for people living in the West Mercia area, which includes Wyre Forest and Shropshire.

Chief Supt John Jones, head of contact management and service quality, said: “Residents should still dial 999 in an emergency but for all other enquiries should now use 0300 333 3000.

“The move to a 03 prefixed number follows public feedback about the cost of using a 08 prefixed number and is in line with recommendations from the Office of Communications (Ofcom) which established 03 numbers to help eliminate public confusion over call costs.”

Calls to 03 numbers cost the same or less than calls to 01 and 02 prefixed numbers and are included as part of any inclusive minutes or discount packages, in the same way as geographic calls.

The rules apply to calls from any type of line, including mobile, BT, other fixed line or payphone. The ultimate cost of the call, however, will depend on the telephone contract the person is on, as they vary from supplier to supplier.

People living in the West Mercia area are being asked to update their telephone records and mobile and home phones with the new number to ensure they have the new number to hand when they need to make a non-emergency call to the police.

Chief Supt Jones added: “A vast majority of people who need police assistance contact us by telephone so it is vitally important that they have the correct telephone number.

“We are, therefore, asking people to check whether they have the old number noted down at home or saved in their mobile or home phones and change the number straight away to 0300 333 3000.

“This way, they will have the new cheaper number to hand when they need to contact the police in a non-emergency situation. Members of the public may also have leaflets or posters with the old number on and, if so, are asked to amend the number on such items too.”

Non-emergency calls range from responding to a police appeal for information or a witness appeal to enquiries about lost and found property.

In 2006/2007, West Mercia Constabulary received 1,129,402 non-emergency calls from across the force area.