My better half i having the exact same issue. Her key was entered during OB, now she can't start an actual subscription.
then it was an open beta key, not a retail key, you couldnt put retail keys in before yesterday
www.startrekonline.com/activate to put in her RETAIL key (check your purchase emails and or retailer account page)
once you put in a valid retail key you get taken to the page where you set up payment options for the sub
same goes for the OP
you cant activate a subscription with the OB or HS key, you need to purchase the game (retail key) and input the code that came with the RETAIL game, not the pre-order game