Starting June 12 RIFT is FREE - No Trials. No Tricks. No Traps. There's a lot to learn! riftgame.com/free
— RIFT (@Riftgame) May 14, 2013
Massively has an interview with Rift's Creative Director, Bill Fisher, as well.
I can't say I'm surprised. Rift is an awesome game that I enjoyed playing to max-level. It was the first game my lovely bride and I played together fresh, neither of us having prior experience. But the trend is toward free-to-play with a cash shop even for quality MMOs. In truth, Rift will be a hybrid—like TSW and SWTOR—with Subscribers getting perks that F2Pers will have to pay for, if they are even available.