It can sometimes take some time - just leave it for a bit close to the Hub.
If its not done in less than an hour it is probably not "activated" on your account.
Call the equipment activation number on - 0800 953 9500 (option 3) – you will need the serial number/MAC address off the barcode sticker and also your account number and they should sort it.
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John
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I do not work for VM. My services: HD TV on VIP (+ Sky Sports & Movies & BT sport), x3 V6 boxes (1 wired, 2 on WiFi) Hub5 in modem mode with Apple Airport Extreme Router +2 Airport Express's & TP-Link Archer C64 WAP. On Volt 350Mbps, Talk Anytime Phone, x2 Mobile SIM only iPhones.