Seems to be a part of HP from what I can see (or at least here in the UK it is) as its web address is part of www.hp.com and if you do a site search it does have a link on the HP site.

HP SmartFriend Services

24/7 technical support for any PC, any brand. Speak to our experts for virus or malware removal & protection, performance or backing up. Only $14.99/mo. Start today!

www.hp.com

I'd never heard of it before your post though, and I've had a HP laptop for years.

 

Such a deal! at only $16.99 a month.

HP SmartFriend Services

24/7 technical IT support for any PC, any brand. Speak to our experts for virus or malware removal & protection, performance or backing up. Only $14.99/mo. Start today!

www.hp.com

Or type your question for free here.

 

I noticed the same thing that it actually does seem to be at least affiliated with HP but seems like it acts like a scam.
Verry difficult to leave they call and email the client often in spite of the client expressing no interest and hanging up on them, just like the "Microsoft" scammers that try to victimize the weak users and keep going long after exposed.
I found this indicating it is not really HP at all.

HP Smartfriend seems like a total scam.

I accidentally deleted my audio drivers on my laptop. When I have the HP site detect my model, it finds it, then provides ONE option for a driver that my OS doesn't even support. I spent 2 hours with a windows tech who eventually said it comes back to HP who needs to direct me to the older...

h30434.www3.hp.com