From what I heard from my wife and from all the postings on the link I included, it looks like this sticker on the BT phones makes it look like the number to call for long distance endorsed by BT (or other local phone company) - also this company (BBG) has tied up with several hotels in Europe to provide long distance. I agree (in retrospect) that having a calling card or cell phone might be a better option.

All the same, people traveling to Europe might want to be careful NOT to use the numbers posted on the public phones to make long distance calls.