Why hasn't my iPhone 5S set up yet?

I purchased an iPhone 5s today and the number has not fully set up yet
i.e. I can't call or text or receive calls or texts
its been a few hours since i've turned the phone on and inserted the sim, i did that around 3pm and its now 8pm

If it helps i have a 4GEE Orange contract

is it normal for the phone to have not fully set up yet? Should i wait a few more hours?
what should i do if its not normal?
what do i do if it doesn't set up

New contract phones can take up to 24hrs to activate, normally it is a lot quicker though.

shop would have mentioned this

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