Toll-free numbers are de rigeur for most incoming sales and customer service lines. This used to make a lot of sense, say 20 years ago, when people actually paid for an outbound call. You did not want to throw up a barrier.
Now, though, nobody I know pays any differently for a toll-free number versus a normal toll number. Indeed, the very concept of long distance is mostly dead as well. I don't know what the stats are, but I would guess that most people have an all-inclusive plan either on their mobile and/or their landline.
So, toll-free is a great money maker for the phone companies. The caller is paying the same as they would anyway, and the receiver is paying extra for the privilege. With SMS slowly on its way out, the phone companies need a new high margin cash cow.
For the companies themselves, it seems like they could drop it unless they cater to those with lower incomes or no clue.