This appears to be a new calling brand of the Callax group. The same people who also run Abroadtel, Phonebird and Pennyphone amongst others. See
www.zerop.co.uk/AboutUs.php to confirm this is the case and also note the links to Pennyphone UK and Pennyphone Germany on the
www.zerop.co.uk home page The big difference is that this appears to be the first Indirect Access number product from the Callax group who have previously only favoured the use of what I find to be the very annoying and rather cheating 0844, 0845, 0871 and 09 dial through service products. I dislike dial through products intensely because you pay for a lot of time when you are simply having the call connected that is not actual call time to your destination and also the call connection on such products frequently fails altogether and/or the person you call may be out and not answer or their number may be engaged (all circumstances in which you would not be charged when using an Inidrect Access service like 18185).
However
the connection fee for UK calls is actually 5p and not 4p and its only 4p for calls to the rest of the world. In other words the same deal as
www.18185.co.uk However they also offer 0808 142 1301 for those with cable companies or WLR or fully unbundled LLU providers who block Indirect Access code use (thanks to Ofcom's idea of competition). There is no mention of a fee being charged on your bill for connecting to the 0808 number as Finarea charges for its 08 service but I wonder if this is an omission so the only way to test this is to try making some calls using the 0808 number. Alternatively have they found a way to connect calls using 0808 without charging an extra fee, unlike Finarea? I note that they also offer 0161 404 1301 for those who have mobile phone bundled minutes packages and those calls presumably ends up on the same phone bill as those you make you make on your domestic phone line.
With all the Indirect Access Call Barring now in effect by non BT suppliers I had presumed that the Indirect Access call market was probably in its death throws, especially as most BT customers are now blackmailed in to taking a calls package unless they are a one person household (where call prefixing is possible) and/or have automated diallers they can program. So its interesting to see this apparently new Indirect Access brand from Callax or has it existed all along and no one has spotted it before? If the 0808 number was genuinely free to call for those with TalkTalk, Skytalk etc it could be a very interesting product.