How long does it take for iPhone to get service?

I have just got a new contract for the iPhone 5 via uswitch online. It's a website many of my friends and family have used for cheaper tariffs. My provider is with Vodafone, I have set up my phone a couple hours ago and it's still saying no service. I have received an email from the website in the morning stating that my delivery would be on its way and the sim may not yet be activated, that they are working on it and can take up to 24 hours. I'm just seeing if this can take this long?

I was going to contact Vodafone myself but the email also says please do not contact the network as they are aware. I've never thought a phone could take so long:/

It should do it straight away. Mabye it's not the phone. Mabye it's the sim that hasn't get become live.

But iphone do say "no service" if they have a sim that isn't unlocked phone