> How can they afford to run the service?

Numbers in the UK are assigned by OFCOM (the communications regulator), and are 
assigned based on need/demand. Provided you can demonstrate need for numbers, 
the regulator imposes no charge on the telecoms company for holding those 
numbers.

Of course, there's still the cost of interconnects/hardware/hosting/etc., but 
if the revenue from your outbound traffic (and arbitrage) is paying for that, 
then the cost of providing geographic numbers trends towards zero.

Regards,

Chris
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