---
title: "Create a retention message"
description: "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 messages allow you to reach out to churning subscribers during the cancellation process. When a customer reaches the iOS Cancel Subscription screen, Apple shows them the message that matches their product and locale.

There are two kinds of retention messages:

- **Default**: A simple win-back message with a headline, body, and an optional image. Used as fallback when a promo message is unavailable.
- **Promo**: A win-back message that offers subscribers a special deal or a different plan. You can only create promo messages for products that already have a Default message assigned.

## Before you begin

- Create at least one [product](create-product) for the message to cover.
- [Test Retention Messaging](retention-messaging-setup) in sandbox mode.

## Create a message

Open the Retention Messaging page in the Adapty Dashboard. Click **Create Default** for a default message, or **Create Message** for a promo message.

Select the environment — a sandbox message for testing, or a production message for real users.

### General

Name the message and add the products that will trigger the message when cancelled.

For a **promo** message, configure the incentive that will persuade the subscriber to stay:

- **Promo offer**: A promotional offer you [previously set up for the product](app-store-offers).

    

- **Plan switch**: A different product from your catalog.

    

### Content

Write the message in English. A preview on the right shows the message on the Cancel Subscription screen as you type.

The **Default** message may include an image.

### Localization

English is the source language. Add the other languages your subscribers use, then translate the content.

1. Click **Add Locale** and choose which locales to support.
2. Click **AI Translate All Cells** to automatically translate the [content](#content).
3. Click any cell to edit a translation.

Hover over a locale to preview it on the Cancel Subscription screen.

## Submit for review

When the message is ready, click **Submit To Review**. Apple reviews it, and the status changes to **In review**, then **Live** or **Rejected**.

The message goes live for production users once Apple approves at least one locale.

:::note
Apple approves each locale separately. Subscribers see your message only in approved locales — there's no automatic fallback to English.
:::