Dates
You automatically receive GO Pass: November on Tuesday, November 3, at 10:00 a.m. local time. You can earn GO Points and rank up until Tuesday, December 1, at 10:00 a.m. local time. From Saturday, November 28, at 12:00 a.m. to Sunday, November 29, at 11:59 p.m. local time, there is no daily limit on GO Points.
Rewards
Free GO Pass: a Groudon encounter (shiny possible), 400 PokéCoins, a Lucky Egg, Rare Candy XL, and Stardust.
GO Pass Deluxe: 1,000 more PokéCoins (1,400 in total), a Super Incubator, and encounters with more Pokémon.
Major Milestone bonuses
Rank 1: one extra Candy per trade, and one guaranteed Candy XL for Trainers level 31 and above.
Rank 25: open up to 40 Gifts per day, receive up to 125 from spinning PokéStops and Gym Photo Discs, hold 10 more Gifts in your Item Bag. With Deluxe: 50, 150, and 20.
Rank 50: 2× Daily Adventure Incense duration.
Rank 75: more Stardust and XP from hatching Eggs.
What to prepare
GO Pass Deluxe costs US$7.99 (or local equivalent). GO Pass Deluxe + 10 Ranks costs US$9.99 (or local equivalent) and takes you straight to Rank 11. You can upgrade at any time and still collect rewards from ranks you already unlocked. Claim your rewards before Thursday, December 3, at 10:00 a.m. local time, when they expire.
Everything else: on the Pokémon GO Web Store, Deluxe comes with free items (Ultra Balls, Max Revives, Premium Battle Pass, Max Potions), and a web-exclusive Ultra Box is available. Full details in the official announcement.