The joke here seems obvious enough that there's no need to prove the site is a hoax. But if you really want to prove it to yourself, try placing an order for one of these black friends.
There's a phone number listed on the site, in the top left corner. I googled it, and found a page (scroll down to the bottom of it) that links it to the organization "NRA News Now." Though I didn't call the number to verify this (too late in the day). Maybe I will tomorrow. If it is the number of NRA News Now, perhaps it's meant as a joke — to have all kinds of random people calling the NRA News asking for Black Friend Connect.
Black Friend Connect reminds me of the "Black People Love Us!" site, from way back in 2001 (but which is still online!).
Though my favorite "rent a friend" hoax site remains "Rent a German" — just because I like its slogan, "Rent a German... and smile!"