No reference is given for this comment - nor is the number quoted.
Are we sure that the number in question is not within the Helplines Association Scheme, which means that nearly all mobile companies would waive their charges? It would unquestionably qualify, so it is an administrative oversight if this has not been done.
If this is perhaps a new line that has been set up specially then in circumstances like this I imagine that most of the mobile companies would agree to waive their charges if simply approached directly, rather than waiting for the formal procedures to be completed. In similar cases previously the Helplines Association has itself taken the initiative. Members, who are often quick to spot these cases, may like to make a note of the Helplines Association telephone number and always give them a call when this happens. See
http://helplines.community.officelive.com/contactus.aspx for a choice of numbers and a most extensive briefing on call costs.
Clearly it would be better if providers of 080 helplines did not have to go through this additional step. It does however provide a means for issuing a single number that enables those who pay at a hefty rate for geo and 03 calls to get help without any charge. We have a workaround; let us hope for a full solution in the not too distant future.