It is possible that you need to contact your service provider.
Using the SURFboard Central mobile app, the self-serve portal works with Comcast, Charter and Cox most of the time.
For other service providers, you may need to contact. The App helps you get the information you will need if you call.
You do need to let your ISP know of the modem, they need the HFC MAC ID of your new modem, this is so they know that it is your account to send the internet to.
As you pointed out, we can activate devices with the self-activation portal (if your ISP has that option) so there is no need to call the ISP if the self-activation works. If that fails so yes you may be required to contact them for further assistance
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