Yes, you must activate your Memory Maker to begin downloading your photos and removing the watermarks. While the service is linked to your My Disney Experience account, it is not "turned on" simply by purchasing it. Activation typically happens automatically the first time you download a photo or video through the app or website during your trip. If you have purchased the Advance Purchase version, be aware that there is a 3-day waiting period before photos are included, so you shouldn't activate it until you are sure your window covers your vacation. To activate manually, you can go to the "Photos" section of the My Disney Experience app, select a photo, and follow the prompt to "Activate." Once activated, you have a 30-day window to capture as many photos and videos as you like, and 45 days from the date each photo was taken to download them before they expire. Make sure to link all family and friends in your list so their photos are also included in your downloads.