http://www.fool.co.uk/news/your-money/2007/10/09/more-rip-offs-scams-and-swindles.aspx?source=ioowftxt0010011

I dislike 0870 numbers because they are so expensive to call -- around 8p per minute. Therefore, these calls aren't charged at ‘local rates', as is often claimed. They are, in effect, premium-rate calls. Rather than calling 0870 numbers, look for geographical alternatives on Say No To 0870, which also provides alternatives for 0845 listings. By the way, if your business advertises an 0870 number for customer services, then you'll never get my business. It's as simple as that!