Imagine the white pages would start to show a p.o. box of their own as postal address next to your name and phone number to get at your mail and search it for advertising related information.
So listen up phone companies here is what you have to do:
1. Provide a free p.o. box to your customers - if they want it or not.
2. Wait a few month.
3. Switch the postal addresses in phone books to the p.o box and wait for the incoming mail.
If Facebook can do it, why not you? Simply tell people it is a service to prevent unwanted advertising by mail.