- Premium rate services in the UK use numbers starting 09, where part of the charge funds the service being provided rather than just connecting the call.
- The cost of calling an 09 number is made up of an access charge set by your phone provider plus a service charge set by the organisation you are calling.
- Ofcom requires the service charge to be advertised clearly wherever the number is promoted, so callers can see the cost before dialling.
- Premium rate services operate under a code of practice approved under the Communications Act 2003, overseen by the designated regulator.
- The 118 directory enquiry numbers are also priced as a per-call and per-minute service charge plus the access charge.
Premium rate numbers start 09 and cost an access charge from your provider plus a service charge from the organisation called. The service charge must be advertised next to the number, and overcharging can be reported to the regulator.
Last reviewed: June 2026
What premium rate means
Premium rate numbers are telephone numbers where the cost of the call does more than pay for the connection: part of the money funds a product, service or content delivered over the phone. In the UK these numbers begin with the prefix 09. They are used for things such as competitions, voting lines, technical support, adult services, charity donations and recorded information, where the charge is the mechanism by which the service is paid for.
This is what sets premium rate apart from an ordinary geographic call. With a standard 01 or 02 number the charge reflects the call itself. With an 09 number a slice of what you pay is passed to the service provider as a fee for the service. Because the cost can be significantly higher than a normal call, premium rate services are subject to specific disclosure rules and oversight.
How the charge is built: access charge plus service charge
Since Ofcom's unbundled tariff reforms, the cost of calling an 09 number is split into two clearly separated parts. The access charge is set by your own phone provider and is the same across all the special-rate numbers you call through that provider. The service charge is set by the organisation that operates the number and reflects the value of the service being provided. Your total cost is the access charge plus the service charge.
The benefit of this split is transparency. Because the service charge is fixed by the organisation and must be advertised, you can see that element of the cost in advance, while the access charge is something you can check once with your provider and apply to all such calls. The service charge can be expressed as a fixed amount per call, a rate per minute, or both, depending on how the service is structured.
What disclosure is required before you call
Premium rate promotion comes with disclosure obligations. Wherever an 09 number is advertised, the service charge must be displayed clearly and prominently alongside the number, together with wording reminding callers that an access charge from their own provider also applies. This allows a caller to understand the cost before dialling rather than discovering it on a later bill.
Disclosure rules also cover the nature of the service, any restrictions and, where relevant, who is responsible for the service. For services aimed at consumers, the price information has to be presented in a way that is easy to find and understand, not buried in small print. The aim is to remove surprises and to make sure consent to incur the charge is genuinely informed.
The split between the access charge and the service charge is what makes this disclosure workable. Because the access charge is set by your own provider and applies uniformly to every special-rate call you make, you only need to check it once to know how it affects all such calls. The service charge, by contrast, changes from service to service, which is precisely why it has to be advertised next to the number every time. Adverts commonly carry wording to the effect that calls cost the stated service charge plus your phone company's access charge, which together give the full price of the call.
Premium rate number type and regulation summary
The table below summarises common premium and special-rate number types and how they are treated.
| Number range | Typical use | Charge structure | Service charge advertised? |
|---|---|---|---|
| 09 | Competitions, voting, content | Access charge plus service charge | Yes, required |
| 118 | Directory enquiries | Access charge plus service charge | Yes, required |
| 087 | Business and service lines | Access charge plus service charge | Yes, required |
| 084 | Customer service lines | Access charge plus service charge | Yes, required |
| 0800 / 0808 | Freephone | Free to caller | No charge |
How premium rate services are regulated
Premium rate services in the UK operate within a statutory framework. The Communications Act 2003 provides for a code of practice covering premium rate services, and a designated regulator administers that code, setting rules on pricing transparency, consent, the conduct of service providers and how complaints are handled. Providers of premium rate services must comply with the code, and breaches can lead to enforcement action.
The regulatory model places obligations on the businesses in the chain, from the network operators down to the providers of the individual services, so that responsibility for a misleading or non-compliant service can be traced. Ofcom sits above this arrangement as the communications regulator under the Communications Act 2003, with the premium rate code operating under its statutory framework.
This layered approach reflects the way premium rate services are delivered. A typical service involves a network operator that carries the call, an intermediary that provides the technical platform, and the merchant whose content or service generates the charge. The code is designed so that each of these parties carries responsibilities appropriate to its role, which means that when something goes wrong the regulator can look up and down the chain rather than only at the visible front-end business. For consumers, the practical effect is that there is an accountable party behind every premium rate number, and a route to challenge conduct that breaches the rules.
The code also addresses consent and the prevention of harm, with particular attention to services that can run up significant charges or that are aimed at vulnerable consumers. Rules in this area focus on ensuring that people genuinely choose to incur charges, that they can stop a service easily, and that subscription-style services do not continue to bill without clear ongoing consent. Where services fall short, the regulator can require changes, order refunds and impose penalties, which gives the code practical force rather than leaving it as guidance.
What to do if you think you have been overcharged
If a premium rate charge appears on your bill that you did not expect, the first step is usually to query it with your phone provider, who can identify the access charge element and the service that generated the service charge. If the charge relates to a service you did not knowingly use, or the cost was not disclosed as required, the matter can be escalated.
Complaints about premium rate services, including overcharging, misleading promotion or services you did not consent to, can be reported to the regulator that administers the premium rate code. The regulator can investigate the service provider, and where rules have been broken it can require refunds and impose sanctions. Keeping a record of where you saw the number advertised and what the bill shows helps support any complaint.
Frequently Asked Questions
What is a premium rate phone number?
A premium rate number is one where part of the call charge funds a service, product or content rather than just the connection. In the UK these numbers begin 09, and they are used for services such as competitions, voting, recorded information and technical support, with costs that are typically higher than an ordinary call.
Who regulates premium rate numbers?
Premium rate services operate under a code of practice provided for by the Communications Act 2003 and administered by a designated regulator, with Ofcom as the overall communications regulator. The code sets rules on pricing transparency, consent and conduct, and breaches can lead to investigation and sanctions.
How do I know if a number is premium rate?
UK premium rate numbers start with 09. Wherever such a number is advertised, the service charge must be shown clearly next to it, along with a note that your provider's access charge also applies. Seeing the 09 prefix and a stated service charge are the clearest signals.
What do I do if a premium rate call cost more than expected?
Start by querying the charge with your phone provider, who can break it into the access charge and the service charge and identify the service involved. If the cost was not disclosed as required or you did not knowingly use the service, the charge can be challenged and escalated to the premium rate regulator.
How do I report an abusive premium rate number?
Complaints about misleading, abusive or non-consented premium rate services can be reported to the regulator that administers the premium rate code under the Communications Act 2003. Providing details of where the number was advertised and the charges on your bill helps the regulator investigate the service provider.
