Let's see if they fall for any of the "0844 numbers are local rate" or "0845 numbers are local rate" mis-selling that pervades the non-geographic numbers industry.

loddon wrote on Oct 11^th, 2013 at 7:39am:

It is a little complex.

The "basic rate" telephone number provisions apply to "package holiday and time-share" firms through a separate Directive covering many particular requirements for that sector alone. It is suggested that it would make sense to implement this common provision at the same time as it is being applied to others under the general Consumer Rights Directive.

The Consumer Rights Directive includes the option for member states to exempt "passenger transport" from certain provisions, including that for the "basic rate" telephone number. By default, our government will take advantage of any opportunity to apply exemptions permitted by EU Directives. This is on the implied assumption that we are only implementing the provisions of EU Directives reluctantly, and wish to give no considerations to the merits of potential regulations coming from this source. Despite a public consultation and time for consideration, BIS published draft regulations applying the exemption, however it says that it is open to comments and may change this decision.

The Which? news release covers evidence that it will be presenting in its comments - for which the window closes today.