Dive summary:

• Sprint is offering a new "StarStar Me" service, which allows mobile customers to replace their numbers with custom words.
• Customers can choose to replace their 10-digit phone number with a name, nickname or unique word.
• The StarStar Me service costs an extra $2.99 per month for users.

From the article:

Said Kevin McGinnis, an executive with Sprint, “We expect this service to be especially popular with professionals, students and family customers, who can tailor its use to their individual preferences, lifestyles and interests with a few simple clicks.” ...