Apple now lets developers display a retention message during the cancellation flow for an auto-renewable subscription. The message can explain the service's value and may include text, an image, or a special offer for a customer who is considering canceling.
Configuration is handled in App Store Connect. Developers can choose the eligible subscriptions and customers, as well as the waiting period before a retention message can appear again.
For more advanced targeting, Apple also provides a Retention Messaging API. It allows an app to select a suitable message using details about an individual subscription, although API access is currently available only by request.
The feature does not prevent customers from canceling. It gives developers an additional opportunity to explain the benefits of a subscription or present an incentive before the cancellation is confirmed.