Why can't i play 'Rift'?

I just bought Rift of steam for $50 , made a account, entered the code on www.riftgame.com, set up a monthly subscription but when i try to launch the game i get a message saying i am unauthorized to play it. I went to the site and downloaded it again so after deleting it and installing it straight from the site i still can't play. I tried calling but got a busy signal on the phone and after waiting 10 minutes no one answered. Is there anything i can do to play the game i just bought? Also i am sure my information is correct because i can enter it on the site with ease.