Plusnet's much-trumpeted 24/7 UK call centre support with its broadband and phone packages is being dropped as the company moves to a more traditional model of opening hours.
From July 13th, new and existing Plusnet customers will no longer be able to call its support centre whenever they like, and are instead asked to contact the company between 7:30am and 10:30pm, seven days a week.
In a statement sent out to customers, Plusnet said it is continually striving to improve its customer service, and as a result it has been looking closely at its hours of operation.
"After extensively analysing the times at which our customers call, and how long they have to wait, we are revamping the call centre opening hours," the company noted.
The reason, it says, is to allow the majority of Plusnet staff to be working when customer demand is at its peak - mainly either side of regular 9-5 UK working hours, when most people are awake.
"From 13th July 2015 our UK customer support lines will be open from 7.30am to 10pm every day," it added.
Plusnet did note that its business customer support centre will continue to be open 24/7, offering businesses round-the-clock assistance.
Even after the move, Plusnet's customer service opening hours remain competitive compared with most UK broadband providers, many of whom outsource to overseas centres, and the company's email and online support facilities will remain in place.
However, it does mark the second reduction in service by Plusnet in as many weeks, after it recently dropped the upload speed of its Unlimited Fibre package from 19.5Mbps to just 2Mbps - a move that will affect thousands of UK consumers.
Last month, a survey to determine the best and worst companies for overall call centre performance saw BT and TalkTalk rank in the bottom three of the UK for service, along with gas and electricity giant Scottish Power.