You just need to complete it before trading in US investments with the broker. There is no deadline as in reality most brokers would just drop you or block you from trading US securities if you don't provide a W-8BEN. However in theory they should apply backup withholding tax of 30% if you don't complete it but as I said they will just kick you or block you from access to US investments as long as you have not already started investing.
No W-8BEN also means you wouldn't get any tax treaty benefits like reduced withholding tax on dividends and interest on US investments.
P.S The form once signed lasts 3 years before needing to do it again so worth doing if your into US investments.
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