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Bell Atlantic Corp. is calling up a bit of controversy with Call 54, a trial service in New Jersey that provides the name, address and ZIP code associated with listed phone numbers.

Consumers and businesses in the 201 or 908 area codes can call 555-5454 and punch in a listed telephone number, and an automated service will reveal the address and ZIP code.

Consumers with unlisted phone numbers are protected, and even consumers with listed numbers can decide not be included in the database, said Eric Rabe, executive director-corporate relations, Bell Atlantic.

After contacting the American Civil Liberties Union of New Jersey, Bell Atlantic decided information on domestic violence agencies wouldn't be included in the database.

Newspaper ads created in-house tout the "opt out" feature, said Jim Carrigan, Bell Atlantic media relations manager. And a campaign from Tierney & Partners, Philadelphia, for the Call 54 service began last month in newspapers.

Consumers can use the service to identify the locations associated with classified ads for jobs, apartments and autos.

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