I've recently ordered a Pay As You Go SIM from O2 and topped up £10 as part of the activation process. The letter says I can claim £10 free credit before the 25th of June by messaging FREE10 to 21500 after topping up, but when I did it said it looks like this offer isn't for you.
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You must do it within 28 days of ordering and it's not applicable if you have ported in or migrated a different number to the sim.