All the main operators now provide free Wi-Fi internet access. Welcome Break and Roadchef's Wi-Fi is provided by BT WiFi. Roadchef were also the first to make theirs free to all customers. Many hotels offer Wi-Fi too, as do stand-alone restaurants and coffee shops.
Within a service area's amenity building, usually public wifi is provided under the operator's name. However, McDonald's always make their wifi available too, sometimes under O2's name.