Windows 10 activated with no new license?

I was asked to upgrade a business to windows 10 pro from windows 7 pro. I downloaded the installation tool and performed the upgrade. Windows 10 pro activated on each machine with a digital license. I was anticipating he would need to purchase new digital license. So far all have a valid digital license and have not needed a new key?

Am I missing something? Its not free anymore is it?

Should I call Microsoft and ask?
kevin taylorAsked:
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JohnBusiness Consultant (Owner)Commented:
Since you are in a business, it will not hurt to call Microsoft about this. It seems every time we think free upgrades are over, someone does it free.

If it is free for you, Microsoft will so say.

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kevin taylorAuthor Commented:
So Microsoft could only tell me that the machines do contain a valid license.. I think the loophole in this instance is HP. These machines were windows 8.1 and were downgraded to 7 pro. On an HP forum I did see that some machines depending on the build version would be eligible for a windows 10 upgrade..
kevin taylorAuthor Commented:
Thanks John, never hurts to ask MS, but they seemed unconcerned and confirmed the activation seemed legit..
JohnBusiness Consultant (Owner)Commented:
It may because the upgrade saw the original licence.  That seems likely
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