Over the years, carriers have offered all sorts of different customizations, but never really anything to do with your phone number. Remember ringback tones for example from Verizon where when somebody called you, they'd hear a song of your choosing? Apparently, they still have that.
At the time, ringback tones were pretty big, but not so great when your friend had some pop or country song and wouldn't answer their phone. Anyways, now Sprint is bringing something different to the table with their StarStar Me service. What is it exactly and how does it work? For the longest time, when you've wanted to call somebody, it's been dialing either seven or 10 digits.
Now, with the StarStar Me service, it can be accomplished by simply remembering a name or keyword. For example, let's take my last name which is Stenger. For $2.99 extra per month, I could have a number such as **Stenger. Whenever someone would dial that on their phone, it would of course dial my phone and requires someone to remember a name which is much easier than remembering a number.
All in all, it's a very interesting concept and will be interesting to see if it catches on. For people that give out their number quite a bit, this could turn out to be pretty valuable. The StarStar number will work on any major carrier in the US. International or calling from a landline? Well, not so much.
You can learn more about the service here.