Well that's crap if your phone plan includes free minutes. I'll continue to use 0151 709 6010
Many landline call-plans include "free" minutes for geographical numbers, so if that applies, it is definitely better than being charged 15p!
On a similar theme, Merseytravel promote their travel-line telephone number as non-geographic, which can be quite expensive, especially from a mobile, as you normally have to wait to get connected. However, geographical number 0151 236 7676 works equally well.