Toyota was offering remote car start but only if you subscribed online
That's different - it relies on having an active cellular connection in the car and older cell towers (5G has improved this dramatically) could only handle a hundred or so active connections at once, so Toyota is absolutely paying a monthly fee to access the cell network. It makes sense to pass that on to the customers who wish to use the feature.
Those fees have gone down, since not only is 5G much cheaper per customer (for the cell network), everyone switching to 5G has taken the pressure off older wireless protocols so they're almost never crowded anymore - so they can pretty much have as many cars connected as they want for near zero cost.