I believe you have to have your dealership set this up with your cellphone. Suggest contacting the service department and bringing your cell phone.
No, the button only works on the Euro ones, however you can buy the kit and retrofit it so it works.
According to my dealer, the feature is only existing for EU models (they have a bluetooth possibility), no purpose on US models, we just have to leave with this useless button
VW has just released the hands free bluetooth kit for this car. The dealer can set you up.