About the layout
Not arbitrary. An international standard.
The letters visible beneath each number follow ITU E.161, an international standard originally designed for telephone dialling. Each digit is assigned a fixed group of letters: 2 carries A, B and C; 3 carries D, E and F — continuing in sequence to 9, which holds W, X, Y and Z.
Keys 1, 0, * and # carry no letters. This is a convention carried over from early telephony, where those positions were reserved for operator and signalling functions rather than alphabetic input.
Helpful to know: Because the mapping is standardised, any four-letter word can serve as a memorable way to recall your numeric PIN on any cash machine worldwide.