The frequency range is set by government licencing to restict operators to specific parts of the radio spectrum. Though physics dictates that propogation of the signal is related to the frequencies used, I think you are getting confused when you ask about frequency and horizontal/vertical distances. I asume you don't mean the amplitude and wavelength of the radio signal but how far the signal carries.
Actually it is not possible to give you simple answers to the questions you've asked. First in terms of users, the mast may be used by more than one company. Second, the height of the mast affects propogation. Third the transmitters can be of different strengths. Fourth, local topography (buildings, hills etc) also plays a part.
You may have heard of mobile phones being referred to as cell phones. This refers to the fact that the network is cellular. This means that the network consists in effect of thousands of virtual boxes, each one with its own cell site/base station (the mast). When you make a call, network intelligence works out where the nearest/best signal/available base station is and connects you. If you are on the move you will be passed from station to station through your journey. The upshot of this is that the network coverage is designed to meet expected demands so that cell site coverage could be as high as 10 miles in open countyside or as little as 100m in built up cities. Similarly the base stations may have as little as 8 "channels" available or hundreds depending on the location.
So, no straight answers possible. Lastly, vertical transmission is likely to be similar or greater than horizontal transmission as directional transmission (eg stopping/aiming the signal in a particular direction) is hard to acheive.