Bing Search is testing the addition of a customer service phone number that appears in grey – similar to other annotations – and is displayed beneath the title and URL, but above the page description.  These are appearing on the organic (non-paid) search results.

This should make it much easier for people searching for a business website so they can get the phone number.  And considering how difficult some companies make it to find an actual phone number for customer service, this feature will be quite handy.

They are also displaying it for some mobile searches as well.

Google does also display the phone number for the same search query in Google, but it is shown in the company knowledge graph on the right side.

Google clearly excels if the search query indicates that the searcher is looking for a phone number, such as with the additional keywords “phone number” or “support” along with the company name.

Here is a screenshot of Google’s version.  You can see it referenced in the large answer box as well as the number in the knowledge graph.

Bing does not do anything similar to highlight phone numbers when the query includes the words “phone number” or “customer support”

The phone number showing in the search result listing in Bing seems to be a limited test, as it was not appearing in all browser tests.