I’m going to guess that “free” is quoted because of an experience similar to my own. I signed up for free credit reporting after a breach years ago. Months later they started to deduct around $12 a month from my account. It was free with a monthly subscription following. If that’s still a thing the credit bureaus are making serious money from these leaks.
Maybe I should get into the credit monitoring business. Seems like the average person will end up with many lifetimes worth of 'free' monitoring from settlments.