No it's not a lie. It doesn't have ads or a subscription. You do need to login to continue playing more of the same type + difficulty for puzzles. There is an eventual paywall after you reach 25 puzzles + difficulty (so like after you've done 25 easy sudoku puzzles and you want to do more easy ones) for a couple bucks to help offset server costs. But it's a one-time thing. No monthly subscription at all. In all transparency, I've made $0 so far. No one has even reached the 25 free puzzle limit for any of the puzzles on there.