UPDATE 2-Telmex says calls on the rise due to swine flu

* Flu concerns triggering more calls

* Offers call-free number for info on flu

* Shares down 5 cents on NYSE (Adds background, shares)

MEXICO CITY, April 28 (Reuters) - A rising number of phone calls from Mexicans concerned about friends and relatives because of a swine flu that has claimed 149 lives in Mexico could increase traffic for Telmex, a company official said.

"This could be reflected like positive impact for Telmex," Chief Financial Officer Adolfo Cerezo told an analysts' call on Tuesday morning.

Telmex is also offering a call-free number for information on the illness.

Telmex (TMX.N: Quote, Profile, Research) (TELMEXL.MX: Quote, Profile, Research), part of the business empire of billionaire Carlos Slim, posted a steeper-than-expected 14.6 percent decline in first-quarter earnings on Monday.

Telmex has faced increased competition as cable television companies began providing telephone and Internet services. In addition, some customers are abandoning Telmex fixed-line telephones for mobile phones.

The company, the leading fixed-line phone service provider in Mexico, has been waiting for government approval to offer video content, but opposition from smaller cable companies has kept Telmex at bay.