Early Apple Retention Messaging benchmarks from 22M messages

Apple’s Retention Messaging allows subscription apps to present text, discounts, or alternative plans when users initiate cancellation through App Store settings, and early adoption is concentrated among larger businesses: 44% of RevenueCat-tracked apps earning at least $1 million monthly have used it, compared with fewer than 5% of smaller apps. RevenueCat’s analysis of nearly 22 million messages across 309 apps found a median 24-hour save rate of 17%, although rates varied widely and do not establish that messages caused subscribers to remain. While 87% of apps regularly offer discounts or plan switches, subscribers accept these options infrequently, with promotional offers redeemed at a 0.68% rate and plan switches accepted at 0.52%, meaning most apparent saves occur without an offer being taken. Comparisons involving 64 apps found no clear evidence that Retention Messaging reduced cancellation rates, as nonusers experienced larger declines over the same period and the sample was too small to draw causal conclusions. Developers are encouraged to test messages tailored to users’ cancellation reasons, target discounts selectively, and evaluate renewals and revenue rather than relying solely on short-term save rates.

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