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In my experience a lot of homeowners don't know the cost of removing waste. When I organise a skip for a client as part of work I'm doing in their house 90% of the time the cost comes as a shock. Sometimes the client will ask me to bag up waste so they can dispose of it themselves. What they do afterwards I don't know but if someone comes along and offers to get rid of the problem for relatively little money I'd imagine more than one or two people would be tempted
FYI there is no such thing as a waste removal licence. There is a waste carrier's licence, it costs £164 and lasts 3 years, most people who own a commercial vehicle have one.
You have to be particularly naive to let some cold caller take your rubbish away for a below market price. You should check their waste removal license. If you don't, you can have no complaints when someone comes knocking.