Not likely new syndicate, but existing. Nice thing about that text only. Makes it alot more convenient, to not know who you are really dealing with , if not in the know.  

Not  as  easy to disguise  a voice , but a he can pretend  to be a she or a she may not be  the she you think  they are.        

Some could be attributed to a name change, reinventing  of brand.    Especially  with the pending Stupid Bowl coming ,are new ones going to jump into scene , undoubtedly. Fast cash potential , then will flame out later .