Almost all of these "competitions" have a cost of entry. It's the same with "Mooney's money", the afternoon show on RTE 1 and even, I noticed, the competion on the champions's league show last night. On TV shows, the reference to the charge is contained in the caption of the box showing the phone number but it's in much smaller test relative to the phone number. Mooney makes no reference to it at all on his show.
What began many years ago as an incentive to watch a programme has now become a nice little earner that preys on the gullible and the uninformed.