A very reasonable 2137% APR.
People don't understand payday loans when they use that figure. It's completely irrelevant as they're technically not designed to be "annual" - they're short term loans by definition.
If people used them properly, they'd actually be a useful thing for cash flow that the banks don't offer. Unfortunately, the companies prey on the stupid and vulnerable who don't use them properly.
Oh, and Moyes and stuff.