BMDware does not use Bluetooth pairing.
Mobile apps (e.g. nRF Connect, Rigado Toolbox) can see the advertised name and establish an unpaired connection.
Desktop Windows currently requires all Bluetooth devices to be paired - something not always required by the Bluetooth 4.2 low energy part of the specification unless an encrypted, secure connection is needed.
macOS (directly) and Linux (with bluez.org drivers and a dongle) allow unpaired connections using node.js.