You can choose any memorable phone word that you wish.

You may even have several phone words for different campaigns or products, which is particularly useful to measure the effectiveness of Yellow Pages campaigns (many customers have a dedicated number JUST for this purpose).

However, you must not promote a phone word which infringes someone else's trademark, or is misleading or deceptive.  For example, if Pepsi were to use the number 1300 COCACOLA to attract customers, this would have serious repercussions.

If you have any reservations, we recommend you seek the advice of an intellectual property lawyer.