People living in eastern Ontario who got new phones over the holidays, or are in the market for a new phone, may not get the traditional 613 area code.

While the new 343 area code has existed in the region for years, it's now popping up on more on smartphone screens.

The CRTC first implemented the new code in 2010 to ease the growing demand for 613 numbers in Ottawa and eastern Ontario.

Find out more by watching CBC reporter Waubgeshig Rice's story in the video player above.