The marking indicates that first class, or priority postage was paid for worldwide delivery, I believe. So, it is a stamped meter, rather than one printed on a separate piece of paper.
As a stamp collector, I'm always a little disappointed not to receive stamps on a letter or parcel from overseas.
I think the message is a promotion of stamp collecting. Yes, it is quite a weird slogan to be putting on a printed meter. It's the old "don't do as I do, do as I say" routine.
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