The mast extends by telescoping sections that have rollers with roller bearings at the ends to carry the moment between mast sections. As the mast is extended, the separation between adjacent mast section end rollers becomes less. Hence the moment forces on those rollers progressively increases with extension, as do the resultant frictional forces.
The carriage also has rollers. The fixed vertical separation of the carriage rollers is usually less than the length of the tines. So the forces on the carriage rollers may often be greater than the load being lifted. But, unlike the mast rollers, the carriage roller separation and forces are constant, so do not change as the load is lifted.
It is all those rollers, along with the rough tracks on, and between, the mast sections that is the source of the frictional forces. The roller forces and friction will increase when there are greater lateral forces on the mast due to load being carried further from the mast axis, such as close to the tips of the tines.
For more information dismantle a forklift mast or; Google 'forklift mast'.