The Today Show just drew their "one million dollar call" competition, and fans are furious.

You’d think fans of Channel Nine’s Today Show would be stoked about the concept of an one million dollar giveaway, but that’s not exactly been the case.

After five days of code words, the network seemed to troll rival Sunrise on Friday morning, revealing the final word of the phrase: Australia’s Number One Breakfast… Burrito.

To enter, viewers had to register their name and address via SMS for the station to call them at random. To claim the prize the lucky fan had to answer within just three rings, before saying the words “I wake up with Today, Australia’s number one breakfast burrito”.

But according to hopeful entrants commenting on the show's Facebook page, not everything went to plan.

Viewers who wanted to enter the competition via call say they had no luck, with pre-recorded voice prompts informing them the lines had closed despite the hosts' pleas for people to enter.

'How, when and where are we supposed to register when you just gave the last word and tried to call but its already closed... WTF,' one commenter, Natalie, wrote. "You need to make your competitions clearer as I thought we had to have all the code words before we ring."

"I just tried to register for the competition at 7.20 am, and the message says that the competition is closed," Michelle wrote. "But I was still charged for the call :( this was just after you advertised to register now?"

"It's very sneaky to encourage us to register and charge us for the call when the competition had closed," another disappointed viewer wrote.

According to the competition's terms and conditions, viewers had to be registered by 6.00am this morning to be in the draw at 6.15am. Despite this, ads to "enter now" on a premium service number were allegedly displayed after the competition had closed.

This means viewers were potentially charged $0.55 for void entries.

Many were also frustrated that, after advertising the competition as the "One Million Dollar Call", the eventual winner, Tony, only pocketed $10,000.

The competition had an important caveat that few realised - a large wheel was spun to determine how much (between $10,000 and $1,000,000) the recipient would receive. So while the chance to win $1,000,000 was real, it was only one slice of a large prize wheel, which was heavily populated with far lower amounts.

"Well that was a big fat let down after all the hoopla," Martine wrote. Rachel agreed, commenting, "I don't understand how they can advertise one million and then give away 10 grand. Obviously, something is always better than nothing, but still."

"What a crock!" Gina jumped in. "Such hype and build up, codewords and then you have to spin to win?! Whatever. I give up. Might flick over to Sunrise and try Cash Cow."

"What an anti-climax that was!"

A final commenter, Pam, concluded: "[We were] ripped off big time."

However, a Nine spokesperson told Mamamia the network disputed claims that hosts had encouraged viewers to enter the competition during Friday's show.

"At no point after 6.00am did any of the Today Show hosts call out for viewers to continue to enter the competition," Nine said.

"If people have concerns or disputes about premium call charges, we would encourage them to contact their individual telco service provider."

Did you enter Today's competition? Let us know what you thought in the comments below.