They send out those letters in the mail that look like bills to entice you to pay, or more likely, to trick some naive secretary or bookkeeper to pay, when really they're just trying to get you to sign up with their service. They do print a line towards the middle on one side that says it is not a bill, but the rest of it is laid out like a bill so they must hope you overlook that.
Never trust any company that uses such deceptive marketing tactics!
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