The present invention is directed to systems and methods of activating an electronic device at a point-of-sale (POS). The device may be identified by an indicia and activation may occur following purchase of the device. The method may include the steps of receiving at a central processor from the POS the indicia identifying the device purchased at the POS; enabling by the central processor a feature or functionality of the device or use of the device; and conveying to the device information material to the feature, functionality, or use. The system may include a central processor that activates the device. The central processor may include various interfaces with the POS, provider, and device, as well as a database with records related to the device and an activation processor for determining if activation is appropriate, activating the device, and sending information material to the feature, functionality, or use to the device.