"Starlink satellites with Direct to Cell capability have an advanced eNodeB modem onboard that acts like a cellphone tower in space, allowing network integration similar to a standard roaming partner."
It looks like all that's new here is the website: the service itself has been announced for over a year now. Here's one story about it from March: https://www.engadget.com/spacex-is-getting-ready-to-test-its...
And here's a story covering the initial announcement in August 2022 as a partnership with T-Mobile: https://www.engadget.com/t-mobile-starlink-partnership-01253...