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The EU Consumer Rights Directive 2011/EU/83 came into force on 13 June 2014. Implementation detail, and hence the level of success in achieving this aim, varies considerably from country to country.
While the billing is different, calls are usually routed the same way they are for a toll-free telephone number, being anywhere despite the area code used.
Other services include directory enquiries, weather forecasts, competitions and voting (especially relating to television shows).