If you never had HBO GO or Max account before, then you'll need to sign up one, then link it to your Astro account (if your Astro subscription includes Max app).

But first of all, are you saying that after you launch Max app on your Ulti Box, it just stuck at Loading? If yes then this shouldn't be happening.

Have you tried unplug the power of your Ulti Box, then plug it back in, and see if issue persists?

If your Astro subscription has Movies, then you can get not only Max (Standard plan), but also Disney+ Hotstar (Basic plan) and Amazon Prime.

The easiest way to know whether your Astro subscription has Movies Pack or not is, check if you're able to watch HBO channels 411, 412, 414 and 415. If yes, then you should be eligible for Max, Disney+ Hotstar and Amazon Prime without additional cost.

I can load the app but when  I try to play a movie.. it just keeps loading..the pink circle spinning. Lol
This is an app problem.
Have you reboot your box (meaning unplug the power of your Ulti Box, wait for few seconds, then plug it back)? If not, please try first.

So Max is suppose to be free to me as well?
Yes correct.

I've just registered and link my astro to Max. Will try later and see if it's still failing to load.
If you still see the never-ending pink loading icon, try clear NVRAM as follows:
https://support.astro.com.my/question/refre...-ultra-ulti-box

As you do this, your box will factory reset. The biggest impact for you probably is, besides needing to re-enter your WiFi password again (if the box is connected using WiFi), you also need to re-login all your streaming apps on the Ulti Box.

If clearing NVRAM still doesn't work, that is where you can contact customer service for further assistance, and you can tell them you did the clear NVRAM steps.
Box replacement may be needed then.

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For further Astro related questions, you can post your questions on this thread about Astro: https://forum.lowyat.net/topic/4574137