If you are just swapping the SIM, there should not be any fee.
It's new line of service with BYOD that usually triggers this.
There might be an activation fee with a 2 year contract, I don't know. I know on Next there isn't.
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I think they started charging activation fee for Next Plans.
I have been out of contract with AT&T since April 2014. When I got my unlocked/unbranded Moto X Pure Edition last month, I simply put the SIM in it. My account page shows that I'm using an "unknown device", since I didn't buy an AT&T branded device. I did not get charged any fees to use it, and I did not have to contact AT&T at all to activate it.
Nope. My gf got her LG V10 on launch day (Oct 27th) and we were only charged tax, which was $57. Apparently there is a luxury tax, at least in my state, on cell phones.
If I remember correctly, the activation fee is added to your first or second bill, not during purchase.