Had a look at the website. Sounds a bit fishy to me. All this stuff about generating content, but no real mention of who that content is for. Is it to rival Wikipedia? Is it to get teaching/book content on the cheap? Is it an elaborate essay selling business? It's hard to tell from the information provided.
If your uni is listed as one of those participating, ask the company for a local contact with whom you could discuss this. If they don't consent to this, I'd be suspicious. TBH the fact they're not answering the phone doesn't bode well.