Not all 1300 numbers are created equal. When a plumber runs a radio ad with a number that spells 1300 PLUMBER, or a finance broker locks in 1300 000 456, they have not simply signed up with a phone provider. They have gone through a separate, government-managed process to secure the right to use a number that the ACMA has classified as having special recognisable value.
There are two distinct worlds within Australia's 1300 number system. The first is the standard number pool — thousands of available numbers that any licensed carrier can allocate to you immediately, at no acquisition premium, as part of a service plan. The second is SmartNumbers — a government-designated category of memorable, patterned, or word-based numbers that must be acquired through the ACMA's own marketplace before a provider like Pickle can connect them.
If you want a specific pattern, a phoneword, or one of the most memorable numbers in the country, you need to understand how the SmartNumbers system works. This article walks you through the process from search to service.
Standard 1300 Numbers vs. SmartNumbers: The Core Distinction
Standard 1300 Numbers
Standard 1300 numbers are numbers from the general allocation pool that carry no special memorability classification. Any licensed Australian telecommunications provider — including Pickle — can allocate you a standard 1300 number immediately as part of a service plan. There is no separate acquisition process, no government marketplace, and no premium cost to get the number itself. You simply choose a plan, select an available number from the provider's pool, and you are operational.
For most businesses, a standard 1300 number is entirely sufficient. The number signals national presence, routes calls intelligently, and integrates with every feature in a modern business phone system. The pattern of the digits matters far less when customers are clicking a phone number from your website rather than remembering it from a billboard.
For more on choosing the right 1300 number for your business, see our guide: How to Choose the Perfect 1300 Number for Your Business.
SmartNumbers
SmartNumbers are 13, 1300, and 1800 numbers that the ACMA has designated as having special value due to their memorability — typically because they follow a recognisable pattern, repeat digits, spell a word on a phone keypad, or are otherwise distinctive. These numbers are managed separately under Australia's numbering system and must be acquired through the ACMA's SmartNumbers marketplace at smartnumbers.gov.au (accessed via The Numbering System at thenumberingsystem.com.au).
The critical distinction: the ACMA grants you the right to use the number; a provider like Pickle makes it functional. These are two separate steps.
What Makes a Number a SmartNumber
The ACMA classifies numbers into the SmartNumbers category based on several criteria. The main types include:
Phonewords — numbers where the digits correspond to letters on a standard phone keypad and spell a recognisable word or phrase. 1300 PLUMBER translates to 1300 758 623. 1300 FINANCE becomes 1300 346 2623. The number functions identically whether dialled as digits or spoken as a word — they are the same number.
Repeating digit patterns — numbers such as 1300 111 111, 1300 222 333, or 1300 000 123. The repetition or near-repetition makes them easier to recall and convey.
Sequential or near-sequential numbers — numbers that follow an obvious numeric sequence, such as 1300 123 456.
Golden numbers — the most premium tier within the SmartNumbers system. These are short, highly memorable, or otherwise exceptional numbers that typically command the highest acquisition costs.
Other patterned numbers — numbers with specific characteristics that meet ACMA's memorability criteria, even if they do not fall neatly into the categories above.
Standard random-digit 1300 numbers do not meet these criteria and are therefore available directly through carriers without going near the ACMA marketplace.
How the SmartNumbers Marketplace Works — Step by Step
The ACMA operates the SmartNumbers marketplace through The Numbering System platform at thenumberingsystem.com.au. The process involves several stages.
Step 1: Search for Your Number
Visit the marketplace and search for the number or pattern you want. You can search by entering a specific number, browsing phoneword possibilities, or filtering by number type and availability status. The marketplace will show you whether a number is available for immediate purchase or whether it is subject to a competitive process.
Step 2: Immediate Allocation (Fixed-Price Numbers)
Some SmartNumbers are available for direct, immediate purchase at a fixed allocation price set by the ACMA. Prices start from $250 and rise significantly based on the number's memorability tier and classification. If a number in this category is available and no other party is competing for it at the same time, you can reserve and purchase it directly through the marketplace. You pay the allocation fee to the government, and the number is registered in your name.
Step 3: Competitive Allocation (When Multiple Parties Want the Same Number)
When more than one business wants the same SmartNumber, the ACMA runs a competitive allocation process. The highest bidder wins the Right of Use (ROU) over the number. Prices in competitive processes vary significantly depending on the desirability of the number — check the marketplace for current availability and pricing rather than relying on estimates.
The auction or tender process is managed entirely through the ACMA's numbering system platform. You register, submit your bid, and the ACMA notifies the outcome.
Step 4: Winning the ROU
Once you have won the allocation — whether through a fixed-price purchase or a competitive process — the ACMA registers you as the Rights of Use (ROU) holder for that number. Specifically, SmartNumbers carry Enhanced Rights of Use (EROU), which give you additional flexibility: the right to use the number, to licence it to another party, and to sell or transfer it.
Your SmartNumber remains registered to you as long as it remains active on a service. If the number is left unconnected and inactive for a continuous period of three years, it reverts to the ACMA for reallocation.
Step 5: Connect the Number to a Service Provider
Holding the ROU does not make your number functional. At this point, you have a government-issued right to use a particular number — but it is not yet connected to anything. To receive calls, you need to bring the number to a licensed Australian telecommunications provider and have it activated on their network.
This is where Pickle comes in. You provide your ACMA ROU documentation when setting up your service, and Pickle connects the number to its routing infrastructure. Activation typically takes 1–3 business days. Once live, you have access to the full suite of Pickle's call management features for your SmartNumber — the same features available on any number in their system.
See our full overview of Pickle's 1300 number service plans to understand what is included.
Phonewords: How They Work and Why They Are Effective
Phonewords deserve particular attention because they represent one of the most strategically valuable uses of the SmartNumbers system for businesses that run offline advertising.
How the Letter-to-Digit Mapping Works
Standard phone keypads map letters to numbers as follows:
- 2 = A, B, C
- 3 = D, E, F
- 4 = G, H, I
- 5 = J, K, L
- 6 = M, N, O
- 7 = P, Q, R, S
- 8 = T, U, V
- 9 = W, X, Y, Z
So 1300 PICKLE maps to 1300 742 553. 1300 ROOFING maps to 1300 766 346. Any phoneword you choose translates directly to a numeric equivalent — and when callers dial the letters on their keypad, they reach the same number as anyone who dials the digits. No special configuration is required to make a phoneword "work" — it is simply a number.
Why Phonewords Are Particularly Powerful
The memorability advantage of a phoneword is most pronounced in offline advertising contexts: radio, television, outdoor billboards, print, and vehicle wraps. In these channels, a prospective customer hears or sees your number and must recall it later — potentially hours after the ad impression. A word they already know (PLUMBER, FINANCE, ROOFING, SOLAR) is dramatically easier to retain than a random digit string.
In an online environment, the advantage narrows. When a customer clicks a phone number directly from your website or a Google Business Profile, they are not relying on memory at all. The pattern of the number is irrelevant to the conversion.
Checking Phoneword Availability
To find out whether a specific phoneword is available, you need to translate it to its digit equivalent and search the SmartNumbers marketplace. Some words translate to numbers that are already held; others will be available immediately at a fixed allocation price. If the number is desirable enough to attract multiple bidders, you will need to go through the competitive process.
For a deeper look at how phonewords perform as a branding and advertising tool, see our article: Phonewords Australia: Are They Worth It for Your Business?
After You Win the ROU: Getting Your SmartNumber Live
Once the ACMA allocates the number to you, the activation process with a service provider is straightforward.
Provide your ROU documentation. When you sign up with Pickle, you will need to provide confirmation of your ROU registration from the ACMA. This verifies your right to have the number connected under your account.
Pickle activates the number. Pickle's team connects the number to their network infrastructure. Activation typically completes within 1–3 business days from submission of the correct documentation.
Configure your routing. Once live, you set up your call routing through Pickle's dashboard — including time-of-day routing, IVR (interactive voice response) menus, overflow rules, and destination numbers. Your SmartNumber behaves identically to any other 1300 number in terms of features and configuration options.
Your ROU stays with you. This is an important point: the ROU belongs to you as a business, not to your service provider. If you ever change providers, you take the number with you. The ROU is portable across any licensed Australian carrier. Your provider cannot hold your SmartNumber hostage. For more on what happens to your number when you switch or cancel, see: What Happens to Your 1300 Number When You Cancel?
Is a SmartNumber Worth It? An Honest Assessment
Acquiring a SmartNumber involves a one-time government allocation cost on top of your normal service plan. Whether that cost is worthwhile depends entirely on how your customers find and contact you.
When a SmartNumber Makes Strong Business Sense
Your phone is your primary inbound channel. If a significant portion of your new business comes from inbound calls rather than web enquiries, the number itself is a touchpoint that customers interact with repeatedly.
You run offline advertising. Radio, television, outdoor, print, and direct mail are the environments where number memorability drives measurable results. If a prospective customer hears your ad at 7am and calls at lunchtime, a memorable number or phoneword is a genuine competitive advantage.
Brand memorability is a strategic priority. Some businesses — particularly those in competitive, high-consideration service categories — benefit from a number that reinforces their brand identity and is easy to recommend by word of mouth. "Call 1300 ROOFING" is an instruction anyone can pass on without writing anything down.
When a Standard Number Is Likely Sufficient
Customers mostly contact you online. If the dominant conversion path is search, website visit, and click-to-call, the pattern of your number has minimal impact on your results. A standard 1300 number looks identical on a web page to a SmartNumber.
Your advertising is primarily digital. Google Ads, Meta, and email campaigns drive clicks, not recalled digits. The memorability premium of a SmartNumber adds little value in these channels.
You are in early-stage growth. The ongoing monthly service cost is the same for a standard number and a SmartNumber — but the one-time ACMA acquisition cost for a desirable SmartNumber can be significant. In the early stages, that capital may deliver better returns elsewhere.
The SmartNumber acquisition cost is a one-time government fee. The service plan cost is the same regardless of whether your number is a SmartNumber or a standard allocation. The question is simply whether the memorability premium justifies the upfront outlay for your specific business model and marketing strategy.
Frequently Asked Questions
Q: How much does a SmartNumber cost?
A: Prices are set by ACMA's Telecommunications (Numbering Charges) determination and vary based on the number's memorability classification. Fixed-price allocations start from $250. Numbers with higher demand or greater memorability — including popular phonewords and golden numbers — cost significantly more. In competitive allocation processes, the final price depends on what bidders are willing to pay. Check the marketplace at thenumberingsystem.com.au for current pricing on specific numbers, as individual pricing varies considerably.
Q: Can I get a SmartNumber through Pickle directly?
A: The ROU for a SmartNumber must be acquired through the ACMA's marketplace — that step cannot be handled by Pickle or any other provider. Once you hold the ROU, Pickle connects and manages the number as part of your service plan. Pickle can guide you through the process and answer questions about what documentation you need to bring the number across to your account.
Q: What happens to my SmartNumber ROU if I change providers?
A: Your ROU belongs to you, not to your provider. If you move from Pickle to another licensed carrier, or from another carrier to Pickle, you take the number with you. The ROU is registered to your business directly with the ACMA. Providers activate and deactivate service on the number, but they do not hold the underlying right to use it. You can read more about number portability and what happens when you change or cancel a service.
Q: How do I find out if my desired phoneword is available?
A: Convert the word to its digit equivalent using standard phone keypad mapping (for example, PLUMBER = 758 623), then search for 1300 758 623 on the SmartNumbers marketplace at thenumberingsystem.com.au. The marketplace will show you whether it is available for immediate purchase, subject to competitive allocation, or already held by another party.
Q: Can I transfer my SmartNumber ROU to another business?
A: Yes. The Enhanced Rights of Use (EROU) that come with a SmartNumber include the right to sell or transfer the ROU to another party. SmartNumbers can be traded as business assets. The transfer process is managed through the ACMA's numbering system. Note that EROU rights are distinct from standard ROU — EROU holders have the additional flexibility to on-sell or licence the number.
Ready to Connect Your SmartNumber?
Whether you have already secured your SmartNumber ROU through the ACMA marketplace or you are still deciding which number is right for your business, Pickle's team can help you get it connected and configure your call routing to match how your business actually operates.
Explore Pickle's 1300 number plans and features or get in touch directly.
Call 1300 688 588 or email [email protected]