NEWBURY, UK: Global telco Vodafone and online search giant Yahoo have inked a deal to give British cellphone users cheaper calls if they accept ads on their handsets.

Vodafone says the alliance will help boost its games, television and picture messaging businesses as it faces fierce competition and cellphone saturation point in the UK and similar Western markets.

US-based Yahoo says the deal will add to its revenue stream when the service rolls out early next year.

Data sourced from; additional content by WARC staff