From what I read it is a 411 cell phone directory and it is "opt in." So yes, I still think it is a hoax.
from
http://www.qsent.com/wireless411/
Q. What steps have been taken to keep telemarketers from getting Wireless 411 numbers?
Telemarketers don't use voice 411 services to contact people and Wireless 411 Service numbers will not be put into any electronic list for disclosure to telemarketers. Additionally, telemarketing use of automated calling system to a wireless phone number is prohibited by law, and will still be illegal even if a consumer chooses to have their wireless number in the 411 service.
The wireless industry has historically advocated for these privacy measures and broadly supported the federal Telephone Consumer Protection Act. The Wireless 411 Service was designed specifically to control all the opt-in wireless 411 listing information in a single privacy-protected database and release it only through qualified OSCs in single record responses to individual voice 411 requests.