They used to openly admit that JIDF was an official government agency that did this. They got backlash from the international community, so now it’s an app called act.il and they say it’s just “volunteers” who post links to social media posts/comments that are critical of Israels government.
Posting those links and replying to them on that social media platforms gets you “points” that can be redeemed for gift cards.
So its not just trolls, it’s not just people that believe it, you also get people from countries where a $10 gift card is a lot of money.
A cynic would say they named it something that looks like a website because if you just type it into an address bar, your browser tries to take you to a website that doesn’t exist. You have to first go to a search page and then search it.