Travel companies that use 087 phone numbers must adhere to new regulations from August 1.
Those that use 0871, 0872 and 0873 numbers must provide up-front information on the cost per minute of a call. The price must be published prominently next to a number whenever it appear on ads, websites or signage. For an initial period under the new regulations, it will be enough to clearly state the price at the beginning of a call.
Companies must also make sure there is no unfair delay at the beginning of a call. Customers must be told how long they might have to wait or be given their position in a queue.
The move follows research from PhonepayPlus showing 40% of consumers using 0871 numbers have made a complaint or had an issue with the service in the last six months.
PhonepayPlus, which is regulating the new obligations, said: “Consumers have made it clear that pricing for 087 numbers must be easier to understand. They must be able to make informed decisions about whether to stay on the line.”
ABTA has 715 members that will be affected by the changes. A spokeswoman said: “Measures that help with transparency and boost customer confidence should help the industry as well as customers.”
Transport and tourism calls are estimated to make up 27% of total call revenues generated in 2009.