My understanding for "Applications NOT sold via a subscription" is that you should not sell the created application via subscription.
In regards to your second question I believe that following paragraph from FAQ pricing should answer your question.
Which License Should I Purchase?
If you are building an application for a company that makes more than $10 million a year, they need to purchase a Pro License. If they are making less than $10 million but are creating an application as a product companion or plan to sell our software in their own application, this will also require a Pro License. We currently do not have any special licenses for students, universities, or non-profits.
Coming back to your last question I believe this found here https://library.vuforia.com/content/vuforia-library/en/articles/FAQ/Pricing-and-Deployment-Plans.html should provide some insights.
What happens if my app exceeds the monthly reco usage allowance for my License Key?
If your app is using a Basic + Cloud or Pro license key, your app will continue to work without interruption – there will be no impact to end users. For recos above the number included in the plan, you will be charged applicable overage charges as noted in your plan.
A Develop license key will be suspended when it reaches the maximum allowance of monthly recos.
I strongly encourage you to go also through our developer agreement before making a decision. ( https://developer.vuforia.com/legal/vuforia-developer-agreement)
Also there is the option to contact the Sales team under this form for specific questions/custom requests.
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