They're probably offering you it for free so they can generate call share revenue, free to you at point of use, but they get a % of every call you recieve on it.
These number ranges are often excluded from "free minutes" in most call plans, so you may find more people would call the local number rather than the 0844 number if given both.
Branding used to be the big thing, however all the good numbers went quickly in most number ranges
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