Most people use an attorney to issue common stock in a C Corp or an S Corp to the founders, especially when they're gonna think about vesting requirements. And if they're in an LLC or a partnership they issue the membership interest in a similar fashion.
Usually the founders that start the business (AKA they are there from the inception), pay some kind of token amount to put the money in the business…a hundred dollars, a thousand dollars, something like that. Technically they pay for their stock at the par value. It's not uncommon to see that as low as a 10th of a penny or a penny per share. Technically if they don't write a check into the company, they should be reporting the stock they receive as income at that penny value or that 10th of a cent value. Usually it's somewhere in the $40 to $50 range when you see people when they're issuing it. At some point in fashion, yes, you pay for your founder stock.