---
title: "Retention Messaging"
---

*Apple Retention Messaging API*

# Give users a reason to stay, built into Apple’s cancellation flow

Tailor, test, and measure the messages, plans, and offers customers see in Apple's native cancellation flow. RevenueCat handles the real-time connection. You handle less churn.

[Start for free](https://app.revenuecat.com/signup)
[Talk to sales](/talk-to-sales)

RevenueCat is trusted by over 144,000 apps

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## Turn cancellation intent into retained subscribers. 36% average save rate. 

RevenueCat customers in Apple's Retention Messaging beta saved an average of 36% of customers who intended to cancel. Proof that the right message, at the right moment, keeps subscribers around.

## Build a retention program, not a one-time message

### Protect recurring revenue
Reach customers inside Apple's cancellation flow, offer a better-fit plan instead of losing them, and save promotions for the customers who actually need them.

### Deliver a more relevant retention experience
Target offers using trial status, purchase stage, and offer history. Match messages to each customer's current product instead of sending the same one to everyone.

### Learn what actually works
Turn retention messaging into a program your team can test, measure and improve over time.

### Skip the infrastructure project
RevenueCat manages the real-time connection with Apple and the operational work around delivery.


## How It Works

Launch a measurable retention program in three steps

### Connect to Apple
Request access from Apple, register the RevenueCat endpoint, then run a sandbox performance test to confirm everything is ready.

### Build your save strategy
Set your eligibility rules, choose the right message, plan or offer, and prepare each locale for Apple approval.

### Launch, measure and improve
Activate your approved messages in production. RevenueCat manages real-time delivery and reports what happened after each cancellation experience. 


## FAQs

### What is Retention Messaging?

RevenueCat Retention Messaging helps subscription app teams manage Apple’s Retention Messaging API. It lets you create approved cancellation messages, define eligibility rules, suggest another plan or promotional offer, manage locales, and measure save outcomes.

### Who is it built for?

It is built for product, growth, monetization, and engineering teams running subscriptions through Apple that want to reduce churn and better understand what keeps customers subscribed.

### How long does setup take?

Apple’s technical performance test may take up to one hour. Your total setup time will also depend on Apple granting access and approving each localized production message. A specific end-to-end launch time has not been confirmed.

### Does it work with Apple's existing subscription workflow?

Yes. RevenueCat connects to Apple’s Retention Messaging API and works with your App Store products, promotional offers, sandbox or TestFlight transactions, and App Store Server Notifications.

Retention messages can appear on iOS 15.1 or later, iPadOS 15.1 or later, visionOS 1 or later, and macOS 14 or later.

### What message types can I create?

RevenueCat supports text messages, text messages with images, switch-plan messages, and promotional-offer messages.

Customer-facing text and images must be submitted to Apple in advance. RevenueCat can choose an eligible promotional offer or alternate product at runtime, but it cannot generate personalized customer copy in real time.

### What happens when no targeted message is eligible?

Each product requires an approved default message. RevenueCat uses that message as a fallback when no custom eligibility rules match or a targeted experience cannot be delivered.


## Make every cancellation a chance to learn

Connect customer context to a better cancellation experience, then measure what keeps subscribers around. 

[Start for free](https://app.revenuecat.com/signup)
[Talk to sales](/talk-to-sales)