I thought it wouldn't be as I assume :) CloudFlare scans for new tld and either gets in the sunrise period or at a minimum objects to anyone else registering a straight CloudFlare.tld. But CloudFlarepay.com or cl0udflar3.com have more scam risk.

I only realized it wasnt after googling for the phrase “cloudflare.pay” and finding the announcement on Cloudflare’s own blog, which I trust because it is on cloudflare.com

All the bots including Google’s say it’s a phishing scam site probably, since they don’t know Cloudflare has a wallet product.