The #377 number is aimed at directing cellphone users to information they're seeking instead of making nuisance 911 calls that tie up the emergency response system.
Const. Michael Rott, who studied the problem in August, says he found about 70 per cent of the incoming 911 calls were misdials or so-called accidental pocket dials.
Kim Pudde, a 911 supervisor, says people will actually call the emergency number and demand to be put through to police, even they're not facing an emergency situation.
Police say they're promoting #377 because it was only in the last two months that all cellphone providers agreed to have the number direct callers to a non-emergency line.
The number for landline users is 780-423-4567.
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