NowTV do do this, so it may not necessarily be a scam. But we can’t be sure,
What does it want you to do in order to claim this pass?
Set a Payment PIN on your account so that no-one but you can buy memberships on it. Check your bank accounts monthly for any other unexpected payments to Now. That way you can at least nip them in the bud, while you and Now figure out whose fault they are.