Create a retention message

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 for the message to cover.
Test Retention Messaging 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.

The Create Default and Create Message buttons in the Retention Messaging page header

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

New message start screen with Create a sandbox message and Create a production message options

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.
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.

Content step with title, body, and image fields, and a phone preview of the Cancel Subscription screen

Localization

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

Click Add Locale and choose which locales to support.
Click AI Translate All Cells to automatically translate the content.
Click any cell to edit a translation.

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

Localization step with the locale table and the AI Translate All Cells button

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.

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