Tried to dial it, and says "sorry, this line does not have this service".

I thought it was free to all?

It is (well, it's nearly free actually - you have to make at least 2 chargeable calls via BT each month to qualify, otherwise they'll charge you £1 per month for it)..

If you'd listened further, you would have reached the "if you want to order ..... press 1 now" part of the announcement.

Alternatively, you could order it online - HERE.

OTOH, are you aware it's not exactly a friends and family friendly service aren't you? See HERE.