MANDATORY DIALING CHANGE IN AREA CODE 715
Beginning on July 17, 2010, all residents in the 715 area code must use the new 10-digit dialing procedure for all local calls. This applies to landline phones and cell phones. After this date, local calls made without the area code will not complete and a recording will instruct callers to hang up and dial again.
Apparently this started late last year and we should have been dialing the 10 digits for the past 10 months or so.