Australia's first "smart number" public auction has attracted plenty of interest, with one company bidding more than $100,000 for a 1800 number.
However, most successful bidders only paid the reserve of $500, the Australian Communications Authority (ACA) said.
Smart numbers are 1800 and 13 -- numbers designed to be easy to remember.
Dr Bob Horton, ACA acting chairman, said the highest winning bid of $100,000 was made for the smart number 1800 842 538 (TICKET).
"I am very pleased to see so many people taking the opportunity to secure a number that they value," Dr Horton said.
"The online auction system is running smoothly, with those bidding for smart numbers interacting confidently with the system," he said.