Yeah.. phishing... e-mail aggregators and confirmation of a valid address.
M$ has already released that information months ago - Windows 10 will be free to upgrade for any holder of a valid license for windows 7 or 8, during the first year of release of windows 10.
On the other hand: http://www.microsoft.com/en-us/windows/windows-10-faq
You may just have activated the "Get Windows 10" app that may have been installed through some windows update package.
M$ has already released that information months ago - Windows 10 will be free to upgrade for any holder of a valid license for windows 7 or 8, during the first year of release of windows 10.
On the other hand: http://www.microsoft.com/en-us/windows/windows-10-faq
You may just have activated the "Get Windows 10" app that may have been installed through some windows update package.