Pure Luv Alert Charged My Cell Phone, Internet

I noticed an extra $9.99 charge on my cell phone bill and when I called my cell phone provider, they told me it was a subscription from a company called "Pure Luv Alert."  I had never even heard of that company, much less purchased or signed up for a subscription. I asked my cell phone provider what kind of a company was that and they thought it might me some sort of a dating site, which I would have never signed up for as I am in a relationship and live with my significant other and our 2 children.

My provider instructed me to text "stop" to a 5 digit number they had given me and they graciously removed the charge.  The following month the $9.99 charge was there again!  Apparently they charged my phone again as I was making the call to my cell phone provider! I have no idea how these people even got my cell phone number because I only use my cell phone for calls and texting. 

I would 'luv' to see these people prosecuted for ripping people off and scamming them.  I understand that they may be in Australia from a previous complaint I read. God knows how many other people they have done this to, who don't check their cell phone bills.  Someone please stop them!