It is a generic email that everybody gets regardless.
The bit that says the bill covers everything up to the end of 17th July 2015 is for out of allowance charges that have been made up to that date (obviously with you being a new customer that charge is £0.00). The £16 to which it refers is for the service for the next month covering up to 16th August.
Hi - thanks for the reply. What about the fact that I'm being charged from the date I signed up rather from the date the service is up and running ( That's what I'd have expected?!) Seems a weird way to welcome a new customer.....
Yes that's a bummer. Everybody is charged from their sign-up date rather than when you receive your stuff and that is because, in my opinion, the SIM card is already activated when you receive it.
I also thought it strange but if you look under 'My Orders' when you log into your account and click on 'View order details' you'll see that it says the upgraded sim (don't know why it says upgraded either) is activated immediately.