RevolutionCC, based at Rainton Bridge South, opened on Monday. A total of 15 staff have already been appointed.
The centre is being run by Jim Bainbridge. He was the former chief operating officer at Garland's Call Centres, which went into liquidation in May last year.
It is hoped 70 staff will be in place by the end of the first quarter with 250 employed by the end of the year.
Mr Bainbridge, who is in discussion over two potential new contracts said: "It's fantastic to be launching a new business and creating new jobs in a region where people have so much desire for success, particularly given the economic climate, which is still tough for so many businesses."
He said all employees were local people with previous call centre experience.
He added: "The vast majority had recently found themselves unemployed, so being able to give them new jobs is a double bonus."
He said it had been decided to base the business in Sunderland because of the "support and encouragement received from Sunderland City Council, Sunderland University and Sunderland Software City."
Councillor Paul Watson, leader of Sunderland City Council, added: "We have high hopes that the business will play a major role in bringing back some of the many jobs lost to overseas contact centre operations and help maintain the North East's reputation as a leading contact centre industry hub."
Plans for the launch of RevolutionCC, which has private backing, have been under development since July last year.
Garland Call Centres, was based at Hartlepool Marina, Middlesbrough and South Shields, and went into administration last May.
More than 1,000 people were made redundant.
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