Usually, a rep will offer you some numbers when you sign up for the new account/line. The best numbers are ones that can be remembered easily. That way the people you give it out to will know it without looking at their phones.
Sometimes, you can tell them that you don't like the numbers that they have come up, and they can refresh the options with some new numbers. With AT&T, usually four or so at a time. They may be able to search for a specific number, but I have never had them try.
The last time I went into AT&T to sign up for a new line (data card), the number was assigned automatically. Data devices may have a set block of numbers they assign, and just issue them one after another, no choosing. No one will call the number anyway, as it is data only.
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