You have to purchase the phone on a Device Payment Plan.
Can be combined with BOGO Half Off deal.
If you bought phones before today, call Verizon, and they will waive the $20 activation fee once you receive your order. I called 611 this morning, and asked them to note my account for reference. I purchased the Pixel XL in white for the wify and V20 for me. Unfortunately Pixel XL in white won't ship until 12/20. That's another story.