iPad App activation questions

Hi, I am a plexpass member, however, I created another user account that I have added to my home so they are able to see media. In the past this worked just fine no problem. I just tried it yesterday again and when installing the app on an iPad it says it needs a one time activation for 4.99. Is this new? I have never seen it before and all of my existing accounts that I have hooked to my home are still working fine.