There is a difference in English by saying that something "is the new" whatever, rather than saying something "is" whatever. The former is means that the something is used in the same way as the whatever.
I say that 0844 is the new 0870. That doesn't mean that 0844 is exactly what 0870 used to be, but is being used widely in the same way as 0870 used to be.
SilentCallsVictim wrote on Nov 8
th, 2009 at 2:24am:
We will be likely to hear shortly about the first case of a recipient of calls to non-helpline 0800 numbers coming to an arrangement with the mobile companies that will make these free to caller also. The need to go down this route suggests that there is insufficient demand from all 080 users to have a similar arrangement ti enable Ofcom to compel it.
This is an interesting point. It assumes that organisations using 080x numbers give consideration to what they would like to offer if they had the choice, rather than simply choosing from what is on offer.
Was a non-geographical number range carrying no premium in demand from those wishing to use it before the introduction of 03xx numbers? They've been around for a couple of years now, so I assume that all those who really wanted it have moved to it.
However, I don't believe that all those who are now using 03 numbers realised what they were doing when they were on 0845 (or 0844) numbers, and hence didn't demand them.
Indeed, for many it is only after the event (after choosing and bringing their 08xx numbers into service) that they have come in for criticism from those calling them.
Remember that the authorities issued a 0870 number following the London bombings in 2005. They obviously didn't appreciate the "revenue sharing" aspect to it and instead were taken in by its "national rate" label.