I say everyone can join for free and gets one post a day. $8/month plan includes 10 posts a day, and unlimited for $20. While I have no interest in Twitter, I'm told it's quite addictive, so make the first taste free and then reel them in once they're hooked.
"Must" might be.
No one has figured out a way to monetize a social network without advertising, at least not at the scale Twitter has to operate.