The service, branded Zingo, launches at the end of the month and will be promoted using branded sandwich bags, text messaging and direct marketing mailouts to taxi drivers.
Customers dial a national rate number that will identify their location and the nearest available black cab. Calls are directed to the driver's mobile to arrange the pick-up. Location-based technology pinpoints the customer while the global positioning satellite system identifies for-hire cabs.
The roll-out follows three years of trials of the service. Black cab manufacturer Manganese Bronze Holdings has pumped £8m into the venture.
Its proposition also has a safety element in that women do not need to go out on the street at night to hail a cab.
Design agency G2 has created ads, while Zenith will plan and buy media.
Wireless marketing will be handled by Enpocket and Propaganda will find product placement opportunities.