Apple opens subscription offers inside its cancellation process

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Published Wednesday, November 4, 2026 · 9:07 PM EST

Apple made Retention Messaging available to developers, allowing them to show personalized messages and special offers before subscribers complete a cancellation. The feature was announced at WWDC earlier this year. Developers can configure text, images, offers, subscriber eligibility and the wait between messages in App Store Connect. Each app can have up to 10 retention messages associated with one or more subscriptions. The Retention Messaging API lets developers select messages using a subscriber's subscription details, with access available by request. Unlike Apple's earlier Win-Back Offers, the feature reaches users before their subscriptions end.

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