Manage Industry News

Trying to get the News service up and running in our tenants, as described here: Manage Industry news - Microsoft 365 admin | Microsoft Docs.
Can only see the Microsoft Edge new tab page tab. Cannot see General, Industry updates or Bing homepage tabs. 
Pretty sure have all the right roles assigned to my account (Global Admin, News Admin, Knowledge Admin, Edge Admin).

Is this feature only available in certain geographies?