Appears to be a free online message website - like leave a message for someone you love or any sort of greetings.
Quote at bottom of website:
"Expensive messages in newspapers can only be seen in that area of the publication -
the whole world can read it with HeartSay."
The only thing about it mentioning about paying is the 'featured' messages - I think this is for the messages that shows on front page every time you visit the website. Obviously under freebies, any other messages are free anyway...