The PSA said it had “very strict rules” for connection services, and enforcement action is taken if providers break these rules.

It also said it would cap all call costs at £40 from 18 September.

Fear the regulator! Only £40 for a call that should be free!

Here’s the other sort of PSA (from the link):

How to spot a call connection service:

• Official numbers usually begin 01, 02, 03 or 0800

• If the number beings 09, 087 or 084, it is likely to be a connection service and will cost more

• When searching for a number on a search engine, be aware that the first number may not be the one you are looking for

• Look out for paid-for ads - these may be connection services.