Retention Messaging

Retention Messaging is an Apple feature that shows subscribers a custom message on the iOS Cancel Subscription screen, right before they confirm. Use it to cut subscription churn by giving people a reason — or an offer — to stay.

Adapty connects to Apple’s Retention Messaging API, so Apple requests the right message in real time whenever a subscriber taps Cancel Subscription. Adapty runs that endpoint for you: you write, localize, and test messages in the Adapty Dashboard, and Adapty answers Apple automatically. No backend to build, no app release.

There are two message types. A default message is plain copy that applies to everyone on a product. A promo message adds a concrete incentive on top: a discount, a free trial, or a switch to a more fitting plan. Apple shows each subscriber the message that matches their product and language.

Set up Retention Messaging

Connect Adapty to Apple's Retention Messaging: configure it in sandbox, pass Apple's performance test, then switch to production.

Create a retention message

Create default and promo retention messages in Adapty. Write the content, add an offer or plan switch, localize it, and submit it for Apple's review.

Retention Messaging page in the Adapty Dashboard with the messages table and Create Default and Create Message buttons

Quickstart

Before you start, you need:

Access to Apple’s Retention Messaging program.
An App Store Connect API key in Adapty.

Then:

Connect Adapty to the Retention Messaging API in sandbox mode.
Purchase one of your products in sandbox mode, so the connectivity test has a transaction to run against.
Pass Apple’s connectivity test.
Switch to production mode.
Create your production messages — first, default messages, then promo messages — and submit each for Apple’s review.