Goog-411 predates that quite a bit an dis arguably more Googley. Launching a free 411 service (at a time when you usually paid per minute for that) and using it to improve your voice recognition algorithms.

It was essentially "OK Google" for dumb phones.

For anyone not familiar, 411 (in the US at least) was the directory service number. You could call it to get things like what time a restaurant was open until. Directions to the airport. Etc.