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This story appears in the January 1996 issue of Entrepreneur. Subscribe »

Don't look now, but there's a new toll-free number coming to town. Because there aren't enough 800 numbers to go around, in March, phone companies will begin offering numbers with the new 888 toll-free prefix. For some businesses, this presents the perfect opportunity to get a number spelling out some nifty phrase they've always wanted. For others, it means worrying that customers may now have a harder time reaching them.

"The 888 numbers are ideal for people who want to get a new number and have a wider range of numbers to choose from," says Karen Way of AT&T. "However, some businesses are concerned that a different company could get their 800 number in the 888 domain, and that could lead to some confusion." (At press time, the Federal Communications Commission was looking into the matter.)

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