Apple has introduced a new subscription retention feature that allows app developers to present messages and incentives to users as they attempt to cancel their subscriptions.
Announced on Wednesday, the feature enables developers to display retention messages directly within the App Store’s subscription cancellation process. These messages can include text, images and special offers designed to persuade subscribers to continue using a service.
Developers Can Offer Discounts Before Cancellation
Developers can configure retention messages through App Store Connect for auto-renewable subscriptions. They can also establish eligibility criteria to determine which subscribers receive specific messages and set minimum waiting periods before users can see another retention offer.
The feature allows developers to tailor their cancellation-stage communication and present incentives to subscribers who may be considering leaving.
New API Offers More Personalised Messaging
Alongside the feature, Apple has introduced a separate Retention Messaging API. It enables developers to select messages based on individual subscribers’ subscription details.
Access to the API is available upon request.
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With the update, App Store users may encounter discounts, promotional offers or messages highlighting the benefits of maintaining a subscription before they complete the cancellation process.
The move gives developers another opportunity to reduce subscription cancellations and retain customers at a critical point in the subscription lifecycle.
