Its the day it expires. And there are options to extend the expiration - and if for some reason it expires and you didn't get to it, all you have to do is contact them, and they'll re-activate them and give you a new expiration date.
While they do put a time limit, if there's a chance to make the guest happy and sell a couple of more photos, they will gladly do it, within a reasonable amount of time.
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