How much did Ultima Online cost to buy and to play when it was launched in September 24 of 1997?
The original retail price was $64.95, and the monthly subscription was $9.95, as noted in this New York Times article.
As pointed out by mobygames, the original monthly fee was 10$ when it was released:
Further charges included Origin’s failure to explain on the game box that Ultima Online required a monthly subscription fee of $10 and a credit card, and that the minimum hardware requirements written on the box were inaccurate and too low. The complaint sought money and punitive damages for those offences.
Take a look at these articles:
They both point out that the original price was 10$ per month.