I believe it's some kind of digital spread-spectrum protocol that's able to still function when noise is more than the signal. You can use the same ~900mhz signal, which is nice because its penetration characteristics, but LoRa pushes it a little more than would normally be possible with analog.
Edit: Did a little searching and there are open standards that do similar things such as Wi-SUN (802.15.4g), and MIoTy (ETSI TS 103 357), and Wi-Fi HaLow (802.11ah) (though with much less range).
Edit2: IDK how much the LoRa license fee is, but to sell in the US, all "intentional radiators" need at least self-certification. I've ran into the problem before in a startup I worked at; my bosses thought it was safer to go with an all-in-one module for BLE, that was supposedly already certified, so that the certification for our board was very likely to pass on the first try (and it did).