Premium rate customer service numbers to be banned

Consumers calling helplines to complain or request support will no longer have to pay expensive charges as the government are putting a stop to costly calls. Effective June 2014 you will need to have replaced many of your 084 and 087 (and where applicable 09) numbers alternatives in order to remain compliant with new laws.

The EU passed the consumer rights directive (CRD) in October 2011 to help simplify consumer rights in certain important areas. It became UK law in December 2013 and will become mandatory on Friday 13th June 2014 (unlucky for some!)

In the past, companies have been known to offer freephone lines to encourage sales, but for after-sales support they try to reduce the number of complaints or issues by providing premium numbers.

Following consultation with business associations and consumer bodies, the government have decided to put an end to this. From now on, all UK businesses must ensure their existing customers (consumers only, not other businesses) do not have to incur costs beyond a standard rate call in order to contact them.

What does this mean for me?

In general, it means that business-to-consumer businesses are now prohibited from using 084, 087 and 09 numbers for post-sales support and must provide customers with a basic-rate* number to call instead.

So, if your business deals only with other businesses, or if you advertise a non-basic-rate number for pre-sales enquiries only, then you don’t need to do anything (although we’d advise you still consider the possibility of switching to a more cost-friendly alternative). However, if you sell directly to consumers and don’t provide them with a basic-rate number to call for post-sales enquiries, you’ll need to act now.

What non-geographic alternatives are there?

Non-geographic 03 numbers are available for companies looking to providing a low-cost alternative. We recently published an article which talks about the benefits of 03 numbers and why there is an increased demand for them.

More information can be found in this press release from the Department for Business, Innovation and Skills.

* Basic rate isn’t defined in the statute; however, it is in the accompanying guidance. Geographic, 03 and mobile services (071-075, 077 to 079 inclusive) are definitely compliant. Technically speaking, 080/050 are not compliant until 12 months after the implementation as a result of timing differences between this Directive and Ofcom’s implementation; The Department for Business (BIS) guidelines state that these numbers will be considered compliant throughout regardless. All revenue sharing numbers, starting 084, 087 and 09 are prohibited. Whilst 087 is not revenue sharing today, it will be in 18 months’ time and BIS have considered it to be non-compliant immediately as a result.