It's called 'caller id spoofing'. The people calling you can make any phone number show up on your caller id. They're making a number show up that charges you money if you call it and press a certain key.
At the same time they've disguised the messages on their pay by phone system as surveys. Those messages normally tell you what you're buying and how much it costs.
Check your bill for unwanted charges if you called this number back.
Called me at 9:39 this morning. When I answered they hung up. I called back and got a message saying they were taking a survey but that it had expired. So, why did they call me a few minutes before?