The .tel domain names will be available from this afternoon. They differ from other website addresses because they are meant to host individual entries that together will make up a vast virtual directory.

Companies and individuals are being encouraged to list their phone numbers, websites, postal addresses, e-mail addresses and even their Facebook details on their .tel page.

“.tel is your place on the internet, which will act like a switchboard.” Kash Mahdavi, the chief executive of Telnic, the London-based company that runs the .tel registry, told the Times.

“You can say, ‘Here are my Facebook details, here is my mobile number, and people will always be able to find you’.”

The sites are expected to be popular with businesses. But because the majority of the addresses will be sold on a first-come, first-served basis, meaning a local bistro is just as likely as a large chain to secure the address for itself.

Today, in the “landrush” part of the auction, all other names will be made available for purchase. Each costs about $300 (£210) for the first three years and $20 a year after that. They will become active at the end of this month.