Comment by gergles

They don't appear to be doing this if you've opted out of "Relevant Mobile Advertising", which is another option [separate from CPNI] on http://verizonwireless.com/myprivacy.

Here's the setting you're looking for:

http://i.imgur.com/QFJJNV5.png

Mods may also want to update the title to include "Wireless" after Verizon; Verizon landline is not doing this anywhere AFAIK.