Ah, another headline grabber that applies to very few people, so probably won't cost them too much.  What next?  A "Free" call forwarding facility for Pay&Call customers?

(So, of course, you pay for the forwarded call, so they make money from you.  Pay&Call is a pay-as-you-go landline that I bet hardly anybody here has heard of, and is unlikely to be on, since a major exclusion to eligibility is having Broadband!)