Rami Levi, founder of Israel’s supermarket chain and telecommunication companies that bear his name, is selling a rare telephone number (055-555-5555) for $270,000.

He has kept it on ice since founding his phone company 10 years ago.

At the time, he sold a less unique number (055-666-6666) to a prominent businessman for $27,000. Golden numbers are listed in Israel’s Yad2 secondhand site, with the costliest among them (050-909-9999) offered for $215,000.