The introduction of Wiltshire’s new 101 non-emergency phone number will end criticism of the previous 11-digit one, police believe.

The new number came into force on Monday and will replace the cumbersome 0845 408 7000 that local people were asked to dial if they had a problem that did not warrant ringing 999.

At the launch of the new number at police headquarters in Devizes on Monday, Christopher Hoare, chairman of the Wiltshire Police Authority, said: “One of the biggest issues at public meetings around the county has been the 0845 number.

“It wasn’t liked because, for one thing, people couldn’t remember it.

“All people wanted to talk about was 0845.”

The new number will eventually be phased in all over the country.

It has been used in South Wales for the past two years and London’s Metropolitan Police launched it in June.

The 101 number went live throughout the South West on Monday, only the second region to bring it in.

It is hoped that anyone calling 101 will be able to access help and advice from all local agencies, including Wiltshire Council.

Chief Inspector Charlie Armstrong, who has been in charge of its introduction in the county, said: “Some people don’t like to ring 999 because they feel it is an imposition, even though they are ringing about a serious incident.

“But they need to look up the non-emergency number in the phone book.

“There is also the issue of cost. The average call to our call handling centre lasts 15 minutes and phoning the 0845 number from a mobile could cost as much as £10.

“Calling 101 costs a flat fee of 15p, whether you are ringing from a landline or mobile and no matter how long the call lasts.”

Deputy Chief Constable Patrick Geenty said: “This is an exciting day for us.

“We have been exploring the options of introducing 101 to the force and we are pleased to be one of the first regions to go live with it.”

The new 101 number will not replace 999, which should be used for emergencies only, such as when a crime is in progress, when there is danger to life or when violence is being used or threatened.

People should call 101 for matters such as reporting a crime that is not in progress, contacting local officers, getting crime prevention advice, making an appointment with a police officer or making police aware of local issues.

Promotional drop-ins and consultations will be held to inform people about the new service today (Wednesday) in Warminster Morrisons store from 1.30-2.30pm, and then in the Three Horseshoes Walk mall until 3.30pm. Further events will be held in Three Horseshoes Walk tomorrow from 1.30-2.30pm, then in the library until 3.30pm, and on Saturday from 1.15-2.15pm in the mall. There will be an informational coffee morning in Biddestone, near Corsham, tomorrow from 11-11.40am, and a consultation in Trowbridge town centre and The Shires on Saturday from 10am-3pm.

Promotional drop-ins and consultations will be held to inform people about the new service today (Wednesday) in Calne High Street from 2-3pm, and in Wootton Bassett High Street from 10am-1pm, and out to villages after. A further event will be held in Devizes Market Place tomorrow from 9.30am-1pm.