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Insurance Information Services in Simi Valley, Calif., recently began a 900 service for all kinds of insurance, including life, health, automobile and homeowner. 'Treat it like any other purchase you make.' Golodner, executive director of the National Consumers League. 'I sometimes wonder who is accrediting them,' said Linda F.

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Still, just because a 900 service exists does not mean that its promoters are qualified to provide help or that the information is not available free elsehwere. Obviously, you can't have as complete a consultation as you could in somebody's office, but in many situations that's not necessary.' Gene Chamson, president of Intermedia Resources, a consulting company in San Francisco, said: 'You can talk directly to an expert who you might not otherwise have any access to. 'And it's good for people who have a desire to find out information late at night.' Sometimes, All That's Needed 'The primary advantage is that it is an easy way to get information from a third party who doesn't have a vested interest in your being a client,' said Bruce Kushnick, president of Strategic Telemedia, a New York market research company. And since the caller is paying a high price - usually from $1 to $3 a minute - an integral part of the arrangement is that the person on the other end will give advice, but should not try to sell the caller anything. Some are open only during business hours, while others are open evenings as well.

The essence of live 900 services, which grew out of services that offered recorded advice on a variety of subjects, is that callers can ask personal questions and receive informed answers from a specialist. In addition, consumers must be offered the ability to block 900 calls from home telephones at no charge, and telephones cannot be disconnected for failure to pay for calls to a 900 number. Starting this week, all such calls must begin with a preamble disclosing the price and the provider's identity, and offering callers a chance to hang up without charge.

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The growth of live professional consulting services on 900 lines comes as new restrictions are being placed on the pay-per-call industry by the Federal Communications Commission. What's next? Financial services: there are plans to put financial planners, bond specialists and other experts at the end of new 900 lines.Р”В¬onsumers are expected to spend $1.2 billion on calls to 900 numbers this year, according to Marketing Logistics, a consulting business in Lincolnshire, Ill. Now you can dial a 900 number from anywhere in the country and talk to an insurance consultant or a lawyer.

The pay-per-call services - 900 telephone numbers - that dispense advice of all kinds are reaching out again, expanding to include insurance assistance and legal information.