Overview
- This week Apple rolled out Retention Messaging so developers can configure messages that appear when a user moves to cancel an auto‑renewable subscription.
- Developers set messages in App Store Connect, with controls for subscriber eligibility, wait times between messages, and up to ten messages per app.
- A separate Retention Messaging API, available by request, lets developers choose which message a specific subscriber sees based on their subscription details.
- All retention messages and any associated offers must pass App Review and the message header and body cannot advertise specific prices, discounts, or free periods.
- The feature builds on Apple’s 2024 Win‑Back Offers by intervening before cancellation, which could let developers reduce churn but will require careful targeting and compliance with Apple’s review rules.