If you are a company administrator user, you receive app activation requests from the non-admin users from your company.
When a non-admin user sends a request for app activation, you receive a notification in your Messages app, as well as an email notification. Open the Messages app and find the activation request. To finalize the process, click Activate.
When you activate an app upon request, an automatic message will be sent to the requestor. The requestor will then be able to activate the app on their account.
Related documentation: