PRO RATA FROM WHEN?

I have been paying my DSTV on different days because of unemployment and it will be activated for the next day. I then moved places and couldn't pay for it cause I was moving places, then I paid for it but it was activated for only less than 10 days. When I called today they told me it's a Pro rata because I normally pay my dstv on the 15th. What I don't understand why there's a pro rata from the day of reconnection until the day I normally pay the dstv and it was not like that before. Dstv you are loosing customers because of your lack of communication and changes policies without informing your customers. I'm highly disappointed that I had to pay dstv for a few days and I'm expected to pay again after 10 day for a full month subscription. Please make me understand that part.