New Delhi, Jan 17 (Agencies): Aditya Birla group firm Idea Cellular, on Monday, started a helpline to guide over 700 million mobile users on Mobile Number Portability (MNP) service, three days ahead of the launch.

MNP, which enables subscribers to change operator while retaining their mobile numbers, is to be rolled out across the country on January 20, 2011.

"Idea's new Toll Free Number 1800-270-0000 will offer all relevant information on the processes and procedures of availing MNP and porting requests from mobile subscribers who wish to switch to Idea," Idea Cellular said in a statement.

The helpline is being promoted through a television ad launched recently, besides other media platforms, it added.

"We realise that mobile users are awaiting MNP to switch to a network which offers seamless connectivity, superior customer service, and affordable and relevant products and services," Idea Cellular Senior Vice President (Marketing) Anupama Ahluwalia said.