As the message says above, you will get a similar message saying that your android devices is infected and thus need to install an update and will tell you to enable installation of of unknown apps (red flag already). They it will redirect you to the installation page. And once you installed it, Flubot will take over your phone, getting access to your banking info and payment and crypto currency apps.
Countries being affected are: Spain and then expanded to hit Germany, Poland, Hungary, UK, Switzerland and Australia and Japan.
I have visited some sites that popped up such a message that my phone is at high level of risk that I must download an app to free my phone from the virus it is infected with. It was very annoying and I had to leave the site immediately when I know nothing happened to my phone because I am very conscious of the sites I visit and the files I am downloading, even my phone antivirus couldn't detect any malware when I have the updated version. I definitely knew it was fake but I do not know if it could be malware or not or means of advertising apps but it is just a simple ways many people are installing malware on their devices. We should know the site we are visiting, we should be very careful about ads popping up on our device, it is getting too much. We should be careful of any update, even if I want to update any app, I do it not by clicking on any message, I do it through long pressing the app itself that will take me to app store or I visit the right site directly.
This is pretty much same as those pop-ups you come across on pxxx websites, this pop-up is just bit specific.
It could be on any site or untrusted site not only on a specific site.