When is "free" implied?

Yesterday I was in my car listening to the radio when I heard a commercial for life insurance. I’ve probably heard the same commercial 50 times before, but for some reason I actually listened to the words this time. I heard “call now for a no obligation free rate quote.” What? Was there ever a time when you had to pay someone to ask how much what they’re selling will cost? Imagine walking into a store and seeing a shirt you like. There’s no price tag on it, so you bring it up to the counter