Windows activation after bios update

I have a MSI PRO Z690-A WiFi DDR4 ProSeries Motherboard and the same exact issues happened to me...Twice!

The first time I updated the BIOS Windows was no longer activated due to "Hardware Change". Contacting Microsoft "Support" has become a complete joke. There is no number to call and the online support is a roll of the dice as to what level of "technician" you get. I spent three hours with several agents and none of them could fix the issue let alone tell my why it happened in the first place. So I spent another $150 for a digital license just so that I could get back to my life. MSI released another update and because I had no idea that this was the initial cause of the OS deactivating, I flashed the bios again. After rebooting I was greeted with windows 10 is not activated... Back on to support with Microsoft, at first they were telling me that I would need to purchase another key. I was not having it and demanded the situation be escalated to someone that could fix it. Almost four hours later a new retail key was generated for me and I was able to reactivate. I am now afraid to ever update the bios on this build. Yes Microsoft support has become a total clown show but I tend to think this is an MSI issue. I have other manufacturer motherboards (ASUS) that have never displayed this issue.

Hello.

There was the same situation, after updating the BIOS, the activation failed. After a rollback, it was restored.

But now Windows is activated, with the latest bios.

Perhaps I had a confusion with licenses, since there is a laptop and a desktop with Windows 10, plus a third license.

Now the desktop is activated with a license for Windows 8, and the laptop is most likely from the Microsoft store.

Although it should be the other way around.

In general, it would be interesting to know how many licenses I have?

But that's all, does not cancel the main question to Microsoft, why does the activation disappear?

With respect, Roman.

I had the same issue yesterday after upgrading my MSI Z690 Carbon to the 7D30V18 BIOS released Sept-13th. MSI notes the update addresses CPU Microcode and PCIe storage compatibility. Both of which I had been having issues with.

I've had random reboots after updating to the v17 BIOS that supposedly addressed memory compatibility issues. However, issues arose from the CPU - discerned from event log errors with e-core parking, and an PCIe storage issue with an ADATA NVME drive, which was viewable, but unable to be interacted with by me or the OS.

I have four NVME drives and the Samsung and WD NVME drives were fine. I've been running the Insider Preview of W11 2022H2 with very few issues. I opted back into the release candidate preview before updating the BIOS and had no issue with the license. I have no idea at this point on how to proceed other than to inform both Microsoft and MSI.

I think the license "issue" arises from the BIOS update erasing the unique ID numbers from the bios as software like AIDA or the MSI Center no longer shows the unique ID string or serial number. Another symptom appears from my Microsoft account, as managing the devices now shows my current desktop twice, but I am afraid to delete one and accidently make my digital key unretrievable. In fairness to Microsoft, it seems like a major MSI error. Which is still not fair, and I am trying to figure how to reactivate W11 as well. I've been presented with the same unsuccessful reactivation options as you, and nothing from internet forums have yet worked.

I don't know if you/we can roll back the bios to an older version to an older one to see if it reactivates or at least it recognized until MSI resolves their current BIOS issues. I have not tried just yet, as the last version had major issues. Right now I just have a water mark but finally have stability. I'm not sure how Microsoft assigns or associates the key. I assume with the UUID in the bios. It might be the last resort though.

Hello.

Same problem, windows 10 lost activation after bios update.

MSI motherboard.

This is not a invented story It happened to me as well, MSI MTB self built with genuine W11 license.

Each time I replace upgrade the BIOS, Windows asks me to change my pin#, login with my MS account and windows was deactivated.

I rentered the Windows 11 key and it reactivated it.