[mrb]

«there is also a number I can call»

Unfortunately that's a number a hacker can call to social engineer the employee and steal your account. Same method as in SIM swapping attacks.

[ilikepi]

Assuming reasonable levels of competence on the part of the service, which scenario seems more likely for the average user:

1.) Some unexpected glitch occurs (could be the user's fault or could be the company's), and the user's ability to access the service is temporarily interrupted until a human is able to investigate and resolve the problem.

2.) The user is specifically targeted by a malicious actor performing SIM swap and/or social engineering attack.

I'm not really a gambler, but if I'm forced to guess, I'd say #1.

EDIT: clarify initial assumptions