Firms Find Custom Phone Numbers Ring a Few Bells

When one Omaha dentist wanted to drill for new business, he asked the telephone company for a new number ending with 2323. Then he took a bit of phonetic license with the four digits--advertising them as “Toothy Toothy.”

Like vanity license plates for cars, customized telephone numbers are emerging not only as a status symbol for individuals but as a new marketing tool for businesses, as well as a profitable venture for telephone companies.

Personalized listings have been offered for years in a number of states in the Midwest and Northwest but, in recent months, interest has expanded widely across the country. In California the special service has been offered since July, and by the end of the year customized numbers are expected to be available in some Northeastern and mid-Atlantic states. Other regions are considering them as well.

Birthdays Popular

Although some people have gotten personalized numbers unbeknownst to the telephone companies, new special numbers will be officially listed--and subjected to additional charges. Among the popular choices for personalized numerical and alphabetical listings are names, birthdays, addresses, occupations and even high school graduation days.

In California, Pacific Bell is issuing an astounding 1,000 customized listings a month, said Deborah Smith, project manager for personalized numbers. The telephone company has provided such listings as SURFS UP, PAR4 and a number with digits that denote Elvis Presley’s birthday. In Los Angeles, students at USC--home of the Trojans--have opted for TROJ1, TROJ2, etc.

But be advised: Words that are considered to border on bad taste won’t be approved. “It all gets down to what we will print in our directory,” said Smith of Pacific Bell.

When one resident called Pacific Bell to request BONG, the telephone company hesitated because it is the name of a device used for smoking marijuana. The firm relented, however, because BONG turned out to be the person’s last name.

“The sky’s the limit, as long as they are in good taste,” said Laura Simanton of Pacific Northwest Bell telephone company in Seattle. To reach a Seattle hospital that specializes in babies, parents can dial three digits, then B-A-B-Y.

Fees Vary Among States

The amount of the fees for the service varies from state to state. In California, there is a one-time $10 fee for individuals and $1.50 monthly charge. For businesses, there is a one-time fee of $38 and a monthly charge of $3.50.

But people like the dentist in Omaha don’t mind paying for the service, the telephone companies say. Businesses, in particular, believe that the price is small for the advantages of recognition and name identification.

For this reason, many such as hotels, airlines and resorts with toll-free numbers have switched to catchy words in recent years.

For Ramada Inns, the number is (800) 2-RAMADA; Colonial Williamsburg is (800) HISTORY; PSA is (800) I FLY PSA; Western Airlines is (800) THE WEST and Club Med is, well, (800) CLUB MED. And, to make a reservation for a non-smoking room at Quality Inns, you call (800) 228-LUNG.

In New Jersey, Purolator launched a new corporate advertising campaign for its overnight delivery service in which the speedy “Road Runner” cartoon character urges people to dial this toll-free number: (800) BEEP BEEP. (If you counted right, you noticed that BEEP-BEEP has eight letters. The company, acknowledging that only the first seven of the number’s eight digits will register, says the last letter is simply for effect.)

‘Phenomenal Response’

“We’ve gotten a phenomenal response,” said Hollis McLoughlin, Purolator’s vice president for corporate development. Calls to the company are up 40%.

In fact, even the phone companies have found it a good idea. GTE, for example, advertises for its long-distance telephone network with an 800 number that includes its corporate name.

While using letters may help people remember a telephone number, it doesn’t always work that way--a vacationing businessman dialed more than a few wrong numbers because the new pay phone didn’t have any letters on its buttons.

Others who have been unable to remember which letters belong on which buttons have sheepishly asked the operators to complete their call. One businessman--ironically, from a telephone company--who found himself in this predicament said with a laugh: “I think we’ve come full circle.”