How Do VF Justify PAYG Rates?

[Skeptic]

I hadn't realised that over a year ago, VF arbitrarily switched me over from the Smartplus plan (now deceased) to the standard "Simply"(Ridiculous) plan.   Didn't have a website account at that time so no emails.

Now I've realised the extorionate rates I am obviously looking at alternatives.

How does Vodafone possibly justify charging, in some cases, 7 times more per text than competitiors?

Some Examples

ASDA Mobile - 4p per text

Giffgaff - 5p per text

Three - 2p per text

Tesco mobile - 5p per text

Vodafone - 14p per text !!!!!

This seem ludicrous.  How is it justified?

[BandOfBrothers]

Hi

I can't explain why Vodafone do as they do but whichever payg network I'm using I usually have a big value bundle with them as the texts I send come from the allowances. 

[saguaro]

I don't know how Vodafone justify charging 14p for an out-of-bundle text, but I know how I justify paying it; the pound or two a month I spend on texts -- not to mention the pound or so a year on calls -- isn't worth the hassle of switching providers. That was even more true in the days when it would have cost £20 to get my phone unlocked. And conversely, I'm such a low-value customer that Vodafone wouldn't miss me if I did leave, so it's not worth their while to cut the price. For customers who use enough calls and texts to notice, there are bundles and freebies and extras -- and I do take advantage of those for data, where my out-of-bundle spending would be significant otherwise.