You'll only need standard telephone wire available from any decent DIY store. Powere cable is useless as it doesn't have enough wires. Phone cables have three pairs of wires, even though often only two or three wires are actually used.
As said by others customers shouldn't be messing with any cables on the street side of the master socket. However, many do

. If you must move the master socket, you really shouldn't be jointing the cable from the street side. You'd alert BT, if ever there is a fault, that you've been fiddling about a bit and that could add complications to costs of any future repair. If you do need to extend the cable is there an external junction box from which you can rerun the new cable?
As for wiring to extensions, most phone socket connectors are of the punch down type. To get a good contact connection there will be a limit as to how mancy strands of wire you can get into these fittings. I'd be tempted to use a junction box. But ask yo9urself, how many sockets do you need? Many of us are now usuing cordless phones in which case you only need one outlet for the ADSL and a standard phone (you should always have a standard phone in that would be powered by the BT systems rather than failing if your own power for your cordless stuff fails) and one other socket for the master phone