3 endpoints (api.alpaca.markets, data.alpaca.markets, paper-api.alpaca.markets) but where to get the api keys for each?

I’ve seen that there are 3 different endpoints (https://api.alpaca.markets, https://data.alpaca.markets, https://paper-api.alpaca.markets) but apart for the paper trading one, it is unclear where to get the api keys for the other two. Anyone able to help out?