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As consumers become more aware of premium rate ‘high cost to call’ numbers it is worth considering the potential implications of using such numbers. Traditionally premium numbers have been used by the adult entertainment industry and corporations using them to promote general consumer products and services such as health care, household goods etc will find response rates reduced compared with well known and accepted numbers such as toll free etc. Although some memorable premium rate numbers may be offered to you for use in an advertising campaign, do consider the downside in response rates and brand perception!
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