I've paid £5/wheel in Dolgellau (North Wales) and £12/wheel in Guildford (Surrey). However not all wheel truing is of the same quality. Just making the wheel round without attending to uneven or inadequate spoke tension can mean you'll be back in the shop in a month.
One would hope that more expensive wheel truing would be done better - but it isn't guaranteed. So maybe the OP can say where s/he lives and someone can recommend a good wheel builder or LBS in that area?
I think that this is true. Many people can true a wheel laterally, but to maintain roundness and dish while maintaining an even tension is quite a different matter and means that it can be a lengthy process.
They quote £10 for a wheel true at the LBS I go to's website. Mind you the quote for a basic service cost £20 and brake fitting £7.50 a pair. When they checked my bike and changed the pads I was only charged £15
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