You are trying to register a new domain name and, along with other add-ons that the registrar might give you in a package, such as e-mails, privacy, bandwidth, etc – you are offered a “domain appraisal” feature. They say the benefit is that the “domain appraisal” feature can evaluate your website at any time and keep you informed of its value. This is a real scam as you don’t need it.
How to avoid: create and nourish your website as well as you can. You can evaluate it yourself, using statistics offered by several free online services online, such as Google Analytics, Statcounter or Get Clicky.