BT has announced that it has decided to scrap charges for calls made to its customer service and helpdesk telephone numbers.
The company has also made moves to encourage other phone service providers to follow suit by compiling research on the costs that customers face when ringing providers with complaints or queries.
It has estimated that the industry makes around £70 million from the changes, with some calls costing around 50 pence a minute.
Gavin Patterson, BT's consumer managing director, said that the company has been "setting the pace" with its pricing.
He added: "We call on the rest of the industry to follow our lead. There really is no excuse for companies whose prices are either sky-high or verging on the ridiculous."
BT has also recently made changes to its prices and tariffs, with the company's Option 1 customers now given free weekend calls.
In addition, the company announced that it was increasing the cost of line rental for the first time in two years.
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