Overview
- Apple made the Retention Messaging feature available in App Store Connect this week, with developer documentation and configuration tools published between Nov. 4 and Nov. 5.
- Developers can create up to 10 retention messages per app for auto‑renewable subscriptions that appear on the Confirm Cancellation screen and may include text, images or an attached offer.
- A separate Retention Messaging API lets developers pick which message to show each subscriber based on subscription data, but API access and some features require a request to Apple.
- Apple requires all retention messages to pass App Review and forbids header or body text from advertising specific prices or discounts, while eligible users see the attached offer and all users retain the ability to cancel.
- The tool builds on Apple’s 2024 win‑back program by intervening before cancellation rather than after, and it could change developer churn tactics by letting apps present targeted offers and feature reminders at the point of cancellation.