---
title: "Apple opens retention messages for app subscriptions in the cancellation flow"
description: "Developers can now show subscribers text, images or an offer as they decide whether to cancel an auto-renewable subscription."
url: https://mactoreality.com/apple-retention-messages-app-subscriptions-cancellation-flow
published: 2026-11-04T23:01:12Z
updated: 2026-11-04T23:01:12Z
author: "Martin"
category: News
publisher: Mac to Reality
apple_heat_impact: 0
---

# Apple opens retention messages for app subscriptions in the cancellation flow

*Developers can now show subscribers text, images or an offer as they decide whether to cancel an auto-renewable subscription.*

**Key points**

- Retention messages appear in the cancellation flow and can include text, images or a special offer.
- Developers set eligibility and wait time in App Store Connect.
- The Retention Messaging API lets developers pick a message per subscriber; access is by request.

Apple has made retention messages for subscriptions available to developers. The messages appear in the cancellation flow and are meant to remind subscribers of a subscription’s value as they decide whether to cancel, Apple said in a developer news post on 4 November 2026.

Apple says a retention message can include text, images or a special offer.

### What Apple says

- Retention messages appear in the cancellation flow for auto-renewable subscriptions.
- They can include text, images or a special offer.
- In App Store Connect, developers set subscriber eligibility and the wait time between messages.
- With the Retention Messaging API, developers choose which message to show each subscriber based on their subscription details.
- API access is available by request.

## How it works

Developers configure the messages in App Store Connect for their auto-renewable subscriptions, including who is eligible and how long to wait between messages. Apple’s App Store Connect help page covers the setup.

Image: Mac to Reality / Apple

Developers who want finer control can use the Retention Messaging API to pick a message for each subscriber based on that person’s subscription details. Apple says access to the API is available by request.

## What it means for subscribers

Apple’s announcement is aimed at developers and does not say when individual apps will start showing the messages, or in which countries or regions they will appear. For people who subscribe to apps, the visible change is a message at the moment of cancelling, which may include an offer.

## Sources

- [Apple Developer: Now available: Retention messages for subscriptions](https://developer.apple.com/news/?id=fk9ps3gv)