This is a collaboration between Sprint and Palo Alto company Zoove holding millions of such numbers, where you dial twice asterisk and follow up with numbers matching the name.
Zoove saw an opportunity in partnering with Sprint as it has only sold thousands of its millions of numbers.
When dialling such a number, the phone will either ring or you can have an app send an automated message as an answer or a text.
Would you spend $3 on pimping out your number like this?
source: Sprint via AllThingsD