The initial communications program to educate drivers started in January 2012 for the November 2012 opening of the I-495 Express Lanes and continued for six months after the opening. Multiple communication approaches were used to educate the entire region on new rules, requirements, and entry and exits of the new system. Drivers were required to buy an electronic transponder to use the system and could elect to purchase an E-ZPass Flex transponder that could be switched to the "HOV" setting when eligible for free use of the road (with three or more occupants). The entire system opened in November 2012 ahead of schedule. Some adjustments were made immediately following project opening due to unanticipated driver behaviour. Overall, initial toll revenues were lower than expected during the first two years of operations.

The drivers were slow to adapt to the new system. The behaviour of the drivers started to change once they realised the benefits the lanes provide, and became increasingly familiar with the dynamically tolled facility, the first-of-its-kind in Virginia.