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Google Shared My Phone Number!
(danq.me)
This is a most excellent place for technology news and articles.
As far as I remember in Italy the situation was different.
You can ask to delist the number when you sign the contract and it was free. I am not really sure if in the case you decided later to delist the number you needed to pay a one time fee for that, but keeping delisted was always free.
Italy, and all of Europe, have always had a greater respect for personal and a lesser respect for business' profits than the U.S.