The Future of the 701: North Dakota’s Area Code Faces Potential Exhaustion

GRAND FORKS — For decades, the 701 area code has been synonymous with North Dakota, representing more than just a telephone prefix. It’s a cultural identifier, emblazoned on clothing, incorporated into business branding and a source of state pride. However, as North Dakota’s population grows and the demand for phone numbers increases, the state’s sole area code is facing a potential exhaustion, prompting action from the North Dakota Public Service Commission (NDPSC).

The Growing Demand and the Push to Conserve Numbers

Initially expected to be exhausted by 2027 or 2028, the NDPSC now estimates the 701 area code will likely be fully utilized by the first quarter of 2032.^{Grand Forks Herald} Randy Christmann, Chairman of the NDPSC, emphasized the commission’s commitment to delaying this outcome, stating, “We have really taken this seriously… A lot of other states just gave up, but we spend a lot of time trying to gradual this loss down.”

The NDPSC is working with telecommunications services to encourage them to seek phone number blocks outside of the major population centers of Bismarck and Fargo. The issue stems from how companies obtain Location Reference Numbers (LRNs) – the first three digits after the area code – and how efficiently those numbers are used. If companies request large blocks of numbers but only utilize a fraction of them, those unused numbers turn into unavailable for others, accelerating the depletion of the 701 area code.

How the System Works and the Challenges Faced

When companies request phone numbers, they typically do so through established carriers like CenturyLink in Bismarck and Fargo. However, the limited availability of numbers in these areas forces companies to request new LRNs, further consuming available resources. Christmann explained that some companies, including wireless resellers and text message services, contribute significantly to the problem, requesting large blocks of numbers for purposes that don’t necessarily require them. “So in the process of getting 1,000 numbers, they chew up 10,000,” he said.

The NDPSC attempts to intervene by contacting these companies and encouraging them to consider utilizing smaller towns with available numbers, but the process isn’t always successful.

The Impact on North Dakota’s Identity

The potential introduction of a new area code raises concerns about diluting the 701 brand, which has become increasingly prominent in recent years. Businesses like 701 BBQ in Grand Forks have intentionally incorporated the area code into their branding to emphasize their North Dakota roots.^{Grand Forks Herald} Andrew Elsberry, the owner of 701 BBQ, acknowledged the potential impact but expressed understanding regarding the necessity of addressing the phone number shortage.

The University of North Dakota (UND) has also embraced the 701 branding, featuring it on apparel and even incorporating the numbers 7, 0, and 1 into their football program.^{Grand Forks Herald} Christmann recognizes this growing importance, noting, “I believe the importance has really changed over the last 20 years… Now we commercialize and trademark things, and I think of it every time I witness somebody walking around wearing a 701 shirt or a 701 cap.”

The 701 Award and NIL Opportunities at UND

Beyond its cultural significance, the 701 area code is also linked to the 701 Award at the University of North Dakota. This initiative utilizes Name, Image, and Likeness (NIL) funds to support Fighting Hawks student-athletes, helping to recruit talent, retain top performers, and provide opportunities for success both on and off the field.^{UND Alumni Association & Foundation} Sioux Shop Authentics, the officially licensed NIL partner with UND Athletics, offers student-athlete NIL apparel and merchandise featuring the 701 branding.^{Sioux Shop Authentics}

Looking Ahead

While the NDPSC is actively working to conserve numbers and extend the life of the 701 area code, the possibility of a new area code remains. The decision will require balancing the need for additional phone numbers with the desire to preserve a cherished symbol of North Dakota’s identity. The commission’s efforts to encourage responsible number allocation and explore alternative solutions will be crucial in determining the future of the 701.