This website shows up on some websites as a sponsored link. I found it on one of the college football pages on ESPN.com. This website offers you a chance to see if you can beat the IQ of famous athletes (Tim Tebow as an example). The questions are quite easy (and even the Summary of Terms explains that this is for entertainment purposes only).
After I took the quiz of 10 questions, I didn't get a score, but was instructed to enter my cell phone number. This raised my suspicion and so I went back to the site again. After closer inspection, I saw that there is a disclaimer at the top that the service provided is a renewed monthly at $9.99. However, the site is very well graphically designed and the flashiness of the center of the screen focuses your attention away from the top right corner where the disclaimer resides.
Also, the playing area takes up the area of the screen, but you can scroll down for a Summary of Terms. In that summary is a link for Full Terms and Conditions. However, clicking that link only launches the game again. I would guess that this company is not breaking any laws, but is instead taking advantage of the fact that one might not see the disclaimer due to the design of the site. I can see how if I was fooled the first time, that this could happen to anybody, and especially the younger generation who wouldn't even think to check the terms and conditions before submitting their phone number.