Can't use the product: license transfer is not accepted, no support option per email as stated

I've bought a new license for Parallels for Mac 17 almost a year ago. I've registered it on my mac, but now I've lost it and I'm trying to transfer this license to my new mac. It says that I exceeded the number of installations. I'm offered to read an article how to transfer the license, but I'm not offered an option to transfer my license to a new mac - only to buy a new one. There is a link to contact support in case I have trouble transferring my license, which leads to /support portal. When I'm trying to create a new ticket or find email address to send my email - there is nothing available (which is stated to be my support options for 2 years after the purchase, although in a different place it contradicts itself and says the support option is available only till Aug '23.)
To be honest it feels like scam - no help, no support, no contact options, not being able to transfer existing license. Is this a common experience for Parallels or I'm unique?