Image by Skagit Information Management Systems (Skagit IMS) via Flickr
It would appear that these calls are some kind of scam. The return calls are expensive (apparently 42.5p per minute) and not included in your mobile minutes plans. They are also, apparently, not covered by www.phonepayplus.org.uk/, the organisation set up to police premium rate services.
If you receive a phone call from a phone number starting 07660, by all means answer the call but don't return it.
There are some internet rumours that operators of payphone services are being stiffed by these numbers too. The person running the 07660 number earns so much they can pay to use a payphone to call the 07660 number and still make a profit with the phone operator ending up picking up the bill.
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i got stung too, just had my o2 phone bill i returned the call 3 times thinking it may have been a customer etc, and i got charged 51p per call all 3 calls that i made lasted less than 20seconds a time,
i have contacted o2 and been issued a refund, also have contacted OFCOM, and Consumer direct, its obviously a scam line etc, but i dont think enough is being done to protect consumers from these numbers!