It is the QR sticker below your Firewalla. The QR code has a sequence of very long numbers, which is the key to access our cloud. The QR code should be used on one Firewalla device only. If you re-use it, the previous device paired will still work, we will set it to development mode. (Talking to development servers, and send us bunch of development/debug information).
We don't sell the license, but if you have a need, we can get you one. (send an email firstname.lastname@example.org).
If we discover one license is getting repeated use, we will block all devices associated with that license.