This site sells one number: how many people have paid €1 to see how many people have paid €1.
The locked page shows how many digits the number has, and nothing else. The digits themselves never leave the server until someone pays. That part is not a joke — it is the only way the joke works.
Paying adds you to the number. You cannot see it from outside, and you cannot see it from inside without having changed it.
Where the money goes. Nowhere clever. This is not a donation and not a fundraiser. There is no cause, no charity, and no percentage going anywhere. You pay €1, you get a number, and the person who built this keeps what Stripe leaves behind — which is about 73 cents, as the ledger on the unlocked page shows.
That is the entire arrangement, written down so nobody has to guess.