Most likely spam. The bit.ly url in the SMS goes to http://trk.cpainfinity.com/aff_c?offer_id=4442&aff_id=3304 which goes to http://www.biggerbidder.net/promos/index.php? ... 4&sourceid=3304
I wouldn't recommend visiting any of those sites, but it doesn't look like anything too horrible. Just some crappy "auction" site trying to get you to sign up for their crap under the pretense of you getting a "free" iphone.
yup your absolutely right, its a scam for unsuspecting people who think this is legitimate. Its also a mobile number with no voice mail and the carrier is ATT. So spread the word to all your friends not to fall into this BS scam