The theory of the 0870 numbers was that they were non-geographic and would cost no more the a national call. Many companies use then because they wan to be non-geographic, because of branding or because they make a little money off each call they receive.
The big problem is that now most national calls starting 01 and 02 are normally discounted or free as part of the telecommunications company package, while calling an 0870 number is a comparatively expensive to call. The difference in price is often so great that the useful site SayNoTo0870.com was created to list 01 and 02 numbers that could be used instead of 0870.
Today the telecommunications regulator Ofcom confirmed that it was going to force all telecoms companies to charge no more that they charge for an 01 or 02 number, or to play a prerecorded message highlighting the extra cost.
It is unlikely 0870 numbers will be free but it is thought likely the calling cost will fall. I will speculate that we may see an 06 code in years to come that is like an 01 or 02 but non geographic and that so called lo-call 0845 numbers (intended to be charged at local rate) will cost the same or more than the national rate numbers.
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