Windows activation after bios update

OK, there is nothing I can possible do more to get Microsoft aware of the licensing issue .
I got some emaling back and forth with MS Support a living human one and aprently MS finaly recognized my Retail license and I "should" be able to use it again . For unknown reasons the support wasnt able to contact me on scheduled dates and time but I was informed via email that my problem seems to be resolved,
It went from non existant license asking me to present and sent bunch of documents to prove my claim wich I did in form of recived conformatio email of the retail purchase , written explanatio what happend in MS WORD and copy of my bank statemt where the purchas is visible and stamped by my card issuer/BANK.
Quite some steps and a lot of hair pullling in between .

This is my final email to MS Support after "alegedly" my issue should be resolved alerting them directly to this forum page and there is nothing I can personaly and humanly do to help myself and all of you facing the same issue :

"Microsoft Support Sun 7/16/2023 4:14 PM Thank you very much,
I know I have a Retail Win10/11 digital license as I paid for it good money, however it was deactivated after motherboard BIOS update. Now Microsoft has to be aware of this licensing issue as I’m not the only one or isolated case it has something to do with your licensing system TPM2.0 that MS is forcing and all I know I just have to pay for everything and then left with a big? once things go bad. 

I never ever experienced issues like that throughout my whole history of using MS as OS after any motherboard BIOS update , this  appeared with Win 11 , TPM2.0 and newer motherboard chipset like Z690 and in my case Z790. 

Please take a look at this MS Support forum link and please alert departments and persons of concern because many people ar raging at this moment because they losing their digital licenses after BIOS updates. 

Link  :
https://answers.microsoft.com/en-us/windows/forum/windows_11-other_settings/windows-activation-after-bios-update/0f57a891-dd68-4aad-b18e-2009cee13b43?messageId=a4cfe279-134e-475d-b760-663e26b15563&page=1

Microsoft has to offer an explanation and solution for this problem and start to be more proactive as the situation is serious .

Thank you for support."

Good luck to you all!

just as an update: last ticket was cancelled too, 'issue resolved', absolutely no contact from microsoft support.

They just don't give a damn of their paying customers, just fix the problem DIY, it's solely a waste of time to wait their trolling support

I read of a procedure that should avoid this issue with windows licensing (sadly too late), and specific for MSI motherboards, at least on the post he was using this brand:

• Enter in bios and disable TPM
• Log windows: you'll face the procedure of new pin and stuff
• Check if windows is still activated (as it should be)
• restart and update your bios
• log in windows and check again
• after all that you can enable tpm again

In your specific case, it is highly suggested to save windows key somewhere safe.

I tried this method and my activation problem is still there, but I can confirm the fact that only the first time you follow the procedure above, windows asks for a new pin and new log in you microsoft account. Tried a couple of time and nothing changed for me.

According to that post/video (can't remember, I'll post a link when I find it again), once you disable/enable tpm, and change pin/re-login microsoft account, you'll be safe for future bios update

edit: found the link, MSI forum

Same motherboard brand here too, for what it's worth: MAG Tomahawk wi-fi ddr5, half the price but expensive too.

The worst thing about thi situation is Microsoft assume you're using pirated software, cause when you use activation troubleshooter or reading most of the suggested 'help' pages via browser they just _suggest_ you to buy a genunine copy of their Operating System

What? So the solution is to buy another license, 260€ cause your support is nonexistent?

oh well, to put in microsoft word, a GENUINE support is non existent, not this joke and time wasting cutomer 'care'

Talking about social: it's a good idea to alert someone who is plenty of subs and followers to raise the problem, these days it's the only way to be heard.

So now, after a week or so and two tickets opened to solve this activation problem, I wonder what will happen after a month or so, with windows keep saying 'Please activate your windows'. Probably some restriction to personalization and stuff? Do you guys know anything about it?

Trying to keep the calm, still waiting for the tech call...

mine is msi meg Z790 ACE unbelievable 700USD motherboard + 300 USD Win 11 Pro license over MS Store, and no one gives the slights ****!
msi is blaming and pushing towards Microsoft and MS is dormant, and don’t give a ****, no support, no replays, nothing, drives me mad.
I will alert Gamers Nexus Steve to take a look on this thread maybe he will find some interest and steer up the hornets’ nest.

When this first happened to me, I thought that it was an isolated incident that was only happening to MSI gear but it is not isolated and seems to be happening to every manufactures boards for well over a year now.

Informing Steve at GN is actually a very good idea. Microsoft is pretending that they are unaware of this issue but it is well documented in this thread. Would like to see if Steve's massive subscriber base would be enough to get some attention...

How is this not a huge story ???