Don't use it then..........
Patientline provided this as a service. Due tot he fact they had to spend approx £1m per site (156 sites), then this has to be recouped.
Quite simply, if you don't like the charges & the service; DON'T USE IT!
BTW 'Bleeper', as a member of Patientline staff, should you be commenting on this? Just a guess, but don't think this will be in your remit. Why not leave your name?