Beardy Unfortunately, there are TWO SEPARATE AND UNRELATED meanings for "unlocked" when it comes to phones.
1) SIM card / carrier unlocked -- means you can use the sim card from ANY service provider in the phone.
2) Firmware / bootloader unlocked -- means you can install your own operating system.
#2 is very specialized and almost never referred to in advertising. Almost ALWAYS "unlocked" in advertising refers to #1.
Your phone is probably tied to a service provider. If it happens to be VERIZON, then you will NEVER be able to unlock it. Paper weight. Return for a refund.