Ok, I figured out what I did wrong.
I had mistakenly purchased a pfsense Plus + TAC Lite subscription via the store (looking for a place to enter my NID, but didn't see one and completed the checkout). I was emailed a token. This would work for a new install as their recent blog post explains: https://www.netgate.com/blog/netgate-pfsense-plus-tac-lite-available-for-129-per-year
Instead, I should have ordered the TAC Lite subscription itself from this link: https://shop.netgate.com/products/tac-lite-support (you can still use the TACLITE promo code for the same $ amount).
So I filed a ticket with Netgate Support with TAC Subscription as my issue category and explained this mix up and provided my NID in the ticket.
They responded within 20 minutes that they had updated the backend with my NID and the proper subscription and it would auto-update on my device my subscription. I received the same deal and no refund was necessary.
Hope this helps you @nouman786 and others who had the same experience.