People cancelling your app's subscription? Apple's new retention messages
Ship ItChecked against the official source
Source checked 8 Nov 2026 · Published 9 Nov 2026 · Last reviewed 9 Nov 2026 · By Ctrl+Z Therapy (how we test)
The short answer
Apple's developer news of November 4, 2026: retention messages remind subscribers of your subscription's value as they decide whether to cancel. They appear in the cancellation flow and can include text, images, or a special offer. You configure them in App Store Connect for auto-renewable subscriptions, including subscriber eligibility and the wait time between messages.
What to do
- In App Store Connect, open your auto-renewable subscription and configure a retention message.
- Set who is eligible and the wait time between messages.
- To choose a message per subscriber, request access to the Retention Messaging API.
Good to know
- Our tip: lead with what the subscriber would lose, and keep any special offer for those who still want to leave.
Source
Checked on 8 Nov 2026. Prices, limits and settings change, so check the source before you rely on them.