A:Answer Hello, we apologize for any confusion and we appreciate the feedback! We have recently updated our information to further clarify what the $29.99 fee constitutes. This $29.99 fee is a monthly charge for the Lively Health and Safety services. This package includes unlimited access to Urgent Response, Urgent Care and GreatCall Link. When you purchase a new Series 5 or greater Apple Watch and sign up for a Lively Preferred Health & Safety Package with a 2-year agreement, you can receive a promotional discount of up to $200.00 off your Apple Watch purchase. For further details about the Lively Health & Safety Services through the Lively app, please visit our website; https://www.bestbuy.com/site/greatcall/greatcall-urgent-response/pcmcat1598968646892.c. Again, we apologize for any inconvenience. If you have any further questions or concerns, we would be more than glad to assist you. Please call our Customer Service Team at 1-800-733-6632, between the hours of 5am and 7pm Pacific Time.