Less than 1% of all the possible vanity numbers are actually available. The number you’re picturing has probably been held for decades, or won’t be issued for decades. That’s the bad news.

The good news: the right number for your business is almost never the most generic one you can think of. You don’t have ATTORNEY.com or think you need it for a great website. Generic equals expensive, generic equals everybody else.

When Lyft couldn’t get LIFT they went with Lyft, and the brand turned out to be ten times more valuable because it was theirs. The same is true for phone numbers. Search by category instead of by specific term and you’ll see options you never thought of.