Phoneword  Phonewords are mnemonic phrases represented as alphanumeric equivalents of a telephone number. In many countries, the digits on the telephone keypad also have letters assigned. By replacing the digits of a telephone number with the corresponding letters, it is sometimes possible to form a whole or partial word, an acronym, abbreviation, or some other alphanumeric combination. Phonewords are the most common vanity numbers, although a few all-numeric vanity phone numbers are used. Toll-free telephone numbers are often branded using phonewords; some firms use easily memorable vanity telephone numbers like 1-800 Contacts, 1-800-Flowers, 1-866-RING-RING, or 1-800-GOT-JUNK? as brands for flagship products or names for entire companies. Local numbers are also occasionally used, such as +1-514-AUTOBUS or STM-INFO to reach the Société de transport de Montréal, but are subject to the constraint that the first few digits are tied to a geographic location - potentially limiting the available choices based on which telephone exchanges serve a local area. The main advantages of phonewords over standard phone numbers include increased memorability and increased response rates to advertising. They are easier to remember than numeric phone numbers; therefore when businesses use them as a direct response tool in their advertising (radio, television, print, outdoor, etc.), they are proven to increase response rates by 30–60%. Regular side by side testing of phonewords and phone numbers in TV and radio advertising in Australia has shown that phonewords generate up to twice as many calls as standard phone numbers. A study conducted by Roy Morgan Research in February 2006 indicated that 92% of Australians were aware of alphanumeric dialling. In the age of advanced mobile devices, there is some disadvantage in using phonewords. Devices with physical keyboards such as BlackBerry and some other smartphones do not have the apportioned letters on the keys used for dialing, so one is unable to do alphabetic dialing without some other cross-reference to the actual phone number. This can be overcome by phonewords also being accompanied by the actual numeric phone number, allowing users of such smartphones to dial using the numeric phone number. However, devices which have virtual keyboards, including iOS and Android devices, will translate phoneword phone numbers in webpages and SMS messages to their proper digits within a hyperlink leading to that device's phone app, and their keypads show the appropriate local mapping of letters within their virtual dialpad.