Windows 10 ESU enrollment lost after factory reset – previously purchased and working fine

Hello,

I purchased the Extended Security Updates (ESU) for my Windows 10 (version 22H2) device in November 2025 through the official Windows Update enrollment process (linked to my Microsoft/Outlook account). Everything worked perfectly at the time: the enrollment appeared in slmgr /dlv output, the "Your device is enrolled for Extended Security Updates" message showed in Windows Update, and I was receiving the monthly ESU security patches (including the latest ones up to early 2026).

Recently, I performed a factory reset (reset to factory settings / "Reset this PC" with the option to remove everything) on the same hardware. After the reset and setting up Windows again (signed in with the same Microsoft account), the ESU enrollment is no longer active or recognized.

From what I've read, a factory reset / clean reinstall wipes the local ESU entitlement data (since it's device-specific activation tied to the hardware ID and registry), even though the purchase is linked to my Microsoft account.

Questions / what I'm hoping for:

• Is there a way to re-activate / re-enroll the existing paid ESU subscription on this reset device without repurchasing? (Since it's the same hardware and same Microsoft account.)
• Should running cmd /c ClipESUConsumer.exe -evaluateEligibility (as admin) + reboot + check Windows Update restore it automatically?
• If not, does Microsoft Support need to manually re-link the entitlement on their backend?