Irrespective of which regulations do or do not apply, making callers pay up to 65p per minute in order to benefit from a 7p per minute Service Charge is "greedy and foolish".
See:
http://www.fairtelecoms.org.uk/docs.html?insanityIf they deal with the public, then they do have to comply with consumer regulations, both on declaring call charges for any 084, 087 or 09 numbers and on which numbers can (01, 02, 03, 080) and cannot (084, 087, 09) be used for customer service lines.