SMS Roamer activation

My wife went to the UK, and activated the SMS Roaming function byt sending Roamon to 31050. When she arrived in the UK, it was not working, she could not send SMS's and was still receiving calls. I contacted Vodacom who insisted that there was nothing that they could do, they can only do something if the account holder contacts them. They didn't even offer to cover the costs of the international call if my wife contacted them to resolve this issue.

I find this to be totally unacceptable, the issue is with Vodacom, but as the husband of the account holder I cannot do anything. They also expect my wife to contact them from the UK to resolve the issue.

Seriously Vodacom, surely there is something you could do to get this issue resolved, or does a loyal customer of over 20 years mean nothing to you?