Companies Still Ignoring Ban on 0845 Numbers

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Back in 2014, the EU Consumer Rights Directive changed the way businesses were allowed to charge customers calling their company. A huge number of businesses were advertising 084/087/09 numbers for customers to get in contact, no matter what their enquiry. This was a nightmare for callers, who were left waiting for long periods of time with charges of as much as £3 a minute (and even more if they were calling from a mobile!). It seemed unfair that customers were being charged over the odds to contact a service that they had likely already purchased.

When 084 numbers were first introduced over 20 years ago, they were initially charged at a cheaper local rate. However, they have been charged at a premium rate for a long time now, making any confusion over costs unlikely. The main reason businesses prefer premium-rate numbers is that they can earn revenue on each call that is made.

Whilst the stated charge might seem quite small – e.g. “4p a minute plus your network’s access charge”, it is this hidden access charge that causes the cost to soar. Networks fluctuate in their charges, making it difficult for customers to keep track of how much they are being charged.

It is now illegal for any business to use a premium-rate number for most of their contact numbers. A company that accepts telephone enquiries regarding an existing order, booking, purchase or service must use a standard rate or freephone number starting with 01, 02, 03 or 080. Many companies have opted for a customer friendly 03 version of their premium-rate number. These are still non-geographical and present a large business image – but are charged at a much cheaper local rate (the same as an 01 or 02 number).

However, there are a few exceptions to this rule. For any sales or pre-sales lines, premium-rate numbers are still legal. They are also still allowed for certain types of businesses. These include:

  • Gambling
  • Construction
  • Sale of immovable property and residential letting contracts
  • Package travel and timeshare
  • Roundsmen on a regular route
  • Purchases from vending machines
  • Single telecommunications connections such as public payphones and public Wi-Fi, including that provided in establishments such as cafés

They are also permitted for services that aren’t part of an existing contract – such as technical helplines or information lines.

Despite the law being in place for several years now, many companies are still illegally charging premium rates for their customers to get in contact. These include big companies and smaller businesses, with the customer bearing the brunt of the associated costs. There are also many businesses giving misleading information on their call charges. By law, if companies are (correctly) advertising a premium-rate number, they must state the correct call charge. Some businesses state their 0845 number is freephone or charged at a local rate, which is incorrect.

The culprits

Here is just a selection of the businesses found offering an 0845 number.

  • Reed
  • RBS
  • Sage Pay
  • Morrisons
  • North Link Ferries
  • Yale locks
  • Experian
  • Adviza
  • UK Power Networks
  • Northern Power Grid
  • National Grid
  • Aviva
  • Scottish Water

Not only are these premium-rate numbers bad for the caller, they’re also bad for business. Callers are much more reluctant to call an 0845 number, meaning that the business may miss out on sales opportunities and a chance to deliver excellent customer service and gain loyalty.

It is astonishing that so many businesses are still using these outdated numbers. Businesses such as charities and non-profit organisations are entitled to special 030 numbers that distinguish them as such. When dealing with financial matters such as donations, it seems crazy that they would continue to charge their customers for calling rather than encouraging calls with a cheaper number.

If you find that as a customer, you have called a premium-rate number that was incorrectly advertised, the business is required by law to refund you any charges you incurred whilst contacting them.

The first big step has been taken to remove premium-rate numbers from the UK, and most businesses are adhering to the new regulation. However, there are still businesses using the number incorrectly. In the past year, the law has expanded to include financial services. Hopefully, it will continue to expand to include fewer exceptions too. At present, the government doesn’t seem to prioritise punishing those with incorrect premium-rate numbers. However, you are able to report any instances you find to the Citizens Advice consumer service, where they can act upon your complaint.

With thanks to the Armchair Group

Author: Rachael Trickey

Published On: 22nd Apr 2016 - Last modified: 18th Sep 2019
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7 Comments
  • Even where companies think they have complied with the regulations, there are still a number of problems for consumers to overcome.

    Some businesses have managed to update their website, but have failed to update their social media profile pages. Some staff may be unaware of the new numbers and still giving out the old ones. Some businesses have forgotten to update document templates, automated email messages or staff email signatures.

    Some businesses are still sending out paperwork containing old numbers and there are thousands of third-party websites containing out of date contact details.

    Many people are in possession of old paperwork and documents detailing out of date numbers. This is especially an issue for things renewed only annually. Other people may have old numbers stored in their phonebook or speed-dial.

    Another problem is created by outbound callcentres whose CLI shows the old 084 or 087 number rather than the replacement 034, 037 or other new number.

    Another problem comes from various apps and websites that have error messages (such as when a user login is rejected) that invite users to call, but the number shown is the old one.

    These problems especially affect callers when they call a non-compliant premium number and it puts them through without any sort of announcement detailing the fact that there is a new, cheaper number that should have been called instead.

    It is a rare business that has managed to eradicate all mention of old numbers. It is therefore very important to properly cater for people who continue to call those old numbers. Most telecoms providers can set up a free-to-caller ‘please hang up and re-dial’ announcement on the old numbers. Only a small number of companies seem to have made use of this facility.

    Ian 22 Apr at 20:40
  • While usage of premium rate 084, 087 and 09 numbers is still legal for sales lines and for pre-sales enquiry lines, using them for these purposes is a well-known ‘sales prevention technique’.

    Ian 23 Apr at 08:42
  • I called an 0845 (08457550033) number, which I have used in the past. I was not aware that this is no longer in use and was treated saying this is Scot Rail. I followed the instructions and waited a long time only to find that I never got to speak to a real person. ScotRail via Twitter insist that I dialled an incorrect number, this number is no longer used and is no longer advertised. I have paid £52 for this call. ScotRail do not take responsibility for omitting to delete the message. Nor are they willing to reduce my tickets with the amount. What do I do now?
    Thanks for your help
    Mourijn

    Mourijn 24 Apr at 15:54
  • A Google search for that number reveals that it is widely advertised on third-party websites as ScotRail. It appears that it was set up by First Group when they held the franchise years ago.

    As this is being done in the name of ScotRail, they need to take responsibility for it and get it fixed. They will need to contact First Group or First Group’s telecoms provider.

    The old number could play an announcement detailing the new number or it could be completely switched off. Either would be acceptable.

    Ian 25 Apr at 09:12
  • Another issue affects many of the organisations that have tried to be helpful by providing both an 03 and an 080 number.

    They usually direct landline users to call the 080 number and mobile users to call the 03 number. That advice was fine back in the days when calls to 080 numbers were expensive from mobiles – the 03 number offered an inclusive or cheaper call.

    Following the changes that took effect on 1 July 2015, that advice is no longer correct.

    They should be directing those landline and mobile callers who have an inclusive allowance to call the 03 number, and those who pay a per-minute rate for calls to 01, 02 and 03 numbers to instead call the 080 number.

    Calls to 03 numbers are inclusive from landlines and mobiles, else charged at ‘geographic rate’ – the same as calls to 01 and 02 numbers.

    Calls to 080 numbers are free from landlines and from mobiles.

    Ian 26 Apr at 12:33
  • Although the article title says “0845 numbers” the mentioned issues apply equally to all 084 (0843, 0844, 0845) and 087 (0870, 0871, 0872) numbers.

    Ian 4 May at 21:34
  • Many other organisations continue to use 084 or 087 numbers for various purposes.

    These include…
    ArrivaTW
    Avios
    Bank Of Scotland
    Boots
    British Airways
    CineWorld
    Coventry City FC
    Coors Light
    Crown Oil
    Crucible Theatre
    DFDS Seaways
    DHL
    Diesel
    Doro
    Drayton Manor
    Edinburgh Airport
    Edinburgh Playhouse
    EE
    EuropCar
    First Manchester
    First West Yorkshire
    FlyBe
    Gatwick Parking
    Hastings Direct
    Hotpoint
    HTC
    JVC
    Kath Kidston
    Littlewoods
    Liverpool United FC
    McDonalds
    Moat Homes
    Motorola
    National Express
    National Lottery
    National Trust
    Nottingham Arena
    Park Resorts
    Plymouth Pavillion
    RAC
    Rangers FC
    RBS
    Renault
    Sainsbury’s Bank
    Sainsbury’s Insurance
    SeeTickets
    Sky
    Smirnoff
    SNCF
    TalkTalk
    The Conran Shop
    United Airlines
    Usdaw
    Vaillant UK
    Vax
    Virgin Atlantic
    West Ham
    WorldPay
    Yodel

    Ian 13 May at 12:12