Toll-free numbers have been used by companies to effectively communicate and build contact with their target audience. Through toll-free numbers, callers are spared from any costs that would be charged with the call, thus encouraging more people to call the number. Toll-free numbers were first used in the 1960s when they were introduced by AT&T to enable customers to contact a business without paying for the call. Toll-free numbers were then considered a valuable addition by most companies to capture a greater market. It became more popular in the 1980s and since then, its use has become more widespread.

Vanity numbers or phone words are toll-free numbers which spell out a word or phrase which represents the products or services of the company or the company name itself. Vanity numbers have allowed greater creativity for businesses and greater convenience for customers. Now, vanity numbers are widely used by businesses big or small. Below are some ways that a toll-free vanity number can be used for:

1. It can be used for branding.
   A well-chosen vanity number can contribute to the branding of a certain product or service. If a certain product name is not yet well-known, the business may opt to choose keywords that would represent the product. For example, if the business is a not-so-popular trading company that sells laptops and goes by the name JT Laptops Trading, Inc., one option for a toll-free vanity number would be 1-800-JTLaptop. Even better though would be 1-800-LAPTOPS if it could be had. It is not only memorable but also implies a certain authority. Some of the big companies that have been successful in using vanity numbers for branding are 1-800-FLOWERS and 1-800-GOT-JUNK

2. It is an effective communication tool.
   Through a vanity number appointments, sales talk, and transactions can be easily done. A vanity number is easier to remember than an ordinary toll-free number composed of random numbers. Potential and existing customers will be able to contact the business easier by remembering a keyword or phrase. It is also more convenient to use when featured in a radio or television advertisement. It also enhances relationships with customers. One of the reasons why people don’t get to contact a company is because they don’t know where or how to contact them. With a vanity number, a customer will be able to raise their concerns conveniently so the company can address them. A better relationship with the customers can be established.

3. It can be used to make future marketing campaigns more effective.
   Through vanity numbers, marketing activities will be easier to conduct and achieve better results. According to a study conducted in 1998, advertisements that use vanity numbers have greater response rates compared to a random sequenced toll-free number. The response rates of the former yield fourteen times more than the latter.