Ofcom has proposed greater protection and clarity on prices for consumers when they use 0870 and 0871 numbers.

The move follows increasing public concern about the lack of transparency over the cost of calls to these so-called non-geographic phone numbers. They are often used by organisations or businesses for services such as customer helplines or traffic advice.

But the different tariffs that companies can charge are bewildering. Anger over the costs has lead to websites, such as Say No to 0870, that give consumers alternative numbers to call.

As part of a wider review of the pricing of all non-geographic telephone numbers (those not assigned by location) Ofcom has proposed ending revenue sharing on 0870 numbers.

At the moment 0870 calls are priced at levels that enable businesses and organisations to share the revenue generated by call charges. The regulator also wants the cost of these calls to be no more than calls to geographic numbers (01 or 02 numbers). If adopted this could significantly reduce the cost of calling these numbers.

It said in a consultation opened today that communications providers that want to charge 0870 calls at rates above those for geographic numbers would be bound by strict rules about how prices are publicised. They would be responsible for ensuring their customers know what 0870 calls cost.

If they do not comply with these rules, they could be subject to penalties including possible fines. Ofcom also said 0870 calls should be included in communications providers' call packages on the same basis as geographic calls.

It has opened a separate consultation on the more expensive 0871 numbers. The regulator said these should be brought under the remit of premium-rate regulator Phonepayplus.

Businesses would be required to publish the price of calls in their advertising and promotional materials and Phonepayplus would also investigate complaints about excessively long call queuing times – but only after the complaint has first been referred to the service provider.

Ofcom aims to publish its decisions this summer and, providing no significant changes are made, Phonepayplus will start to regulate 0871 numbers by the end of the year.