I don't think you read the article in full. First regarding the phone number Krebs at least speculates that since he didn't know what button to press for + may

I don't think you read the article in full. First regarding the phone number Krebs at least speculates that since he didn't know what button to press for + maybe other callers pressed some button other than 0 (which maps to '+') which he claims all went to businesses callers would not want to have called intentionally. Second regarding the website, towards the end of the article support for the rewards program claims that the website has not been published yet or is at least not finished.