Apple makes subscription retention messages available to developers

Apple made subscription retention messages available for developers to configure in App Store Connect on Nov. 4, 2026. In its developer announcement, Apple says the messages can appear as subscribers decide whether to cancel an auto-renewable subscription. They appear during the cancellation flow, before cancellation is complete, and can contain text, images or a special offer.

Developers can set subscriber eligibility and a wait time between messages in App Store Connect. Apple also describes a separate Retention Messaging API that lets developers choose a message based on a subscriber’s subscription details. API access is available by request. A discount is possible, not promised to everyone: Shalom Levytam of iClarified reports that not every subscriber will see one and that users can still complete cancellation.

Marcus Mendes of 9to5Mac reports that developers can create up to 10 retention messages per app. He contrasts these messages, which reach subscribers before they finish canceling, with Apple’s 2024 Win-Back Offers aimed at former subscribers.