I have not seen an announcement of this, but I found a new* question and answer in the Red Hat Traning and Certification FAQ:
Certification candidates who are unsuccessful on their first individual exam attempt are now eligible for a free exam retake. The retake will appear in your scheduling application after your first exam results have been reported. To schedule the free retake, use the same process as scheduling an exam for the first time.
*The Wayback Machine shows that this question was not there on Jan 5th.
I recommend that anyone who has not read the release notes for the Red Hat Learning Subscription that was posted yesterday read that. It briefly describes how the retakes work now if you use RHLS.
The reasons for removing content was because the technical solution wasn't where we needed it to be. As you have seen, free retake for all who don't first succeed.
So, if you don't pass your first attempt, you automatically get a second attempt. No need to contact certification, just schedule your exam.
Does the free retake policy apply everytime one enrolls an exam? For example purchase EX294, fail and fail the retake too. Purchase EX294 again so do you have two attempts this time too or one receives the free retake attempt just the first time one tries EX294?
For each exam you purchase, you get a conditional retake. The condition is that you don't pass. If you pass, you don't get a retake. So in your case, you purchase EX294, don't pass, and don't pass on retake, purchase EX294, and let's say don't pass that either, you do get a free attempt.