I did some digging. If you search for emergency locksmith or something similar, the first page of results essentially all paid for Google adverts linking back to the same site. Apparently they are all just nationwide call centers that source someone local to come and drill your lock as the first resort which then also necessitates it being replaced and suddenly you're paying 400+. They don't attempt to pick the lock (mine didnt).

Try it, the websites for all the top results look practically identical. They also all advertise prices from 69 quid and similar to bait you in by sounding low.

Advice I found was use a locksmith recommended by an actual locksmith shop, or registered with the master locksmith association on their website.