TL;DR;
No, but you can use collections: phonenumbers set<text>
CQL 3 expects all columns to be defined in the metadata, so yes you are bound to a schema.
If not, how can I do it?
Well, you cant. What you can do is use collections and structure your data model. Adding arbitrary columns via thrift is considered to be bad practice. My advice is read datastax's article on wide row support in CQL3. Also these questions are related (if not duplicate...) so take a look at them: