Xbox PC Gamepass linked to EA Account, but it is not recognising EA Play

I've linked my Xbox PC Gamepass account to me EA account. I've started EA App for windows from Xbox app on windows 10. 

I am able to log in through my Xbox account in EA App. However, EA App is not registering me as part of EA Play. This should be automatic. Instead it is asking me to purchase EA Play. 

I have followed a few guides online, where I unlinked accounts, signed out of each, restarted Xbox app on windows and then signed back in to each. It didn't change anything for me. I'm still not able to access EA Play. 

I even tried launching a game I own on EA App through my xbox account, but it did not help. 

Can't find a way to raise this issue with EA Support. So I'm hoping somebody who see's this can help me out.