Glossary · Offers and trials
What is a win-back offer?
Win-back offer
A win-back offer is a free or discounted offer for people whose auto-renewable subscription has lapsed. On the App Store you set the eligibility in App Store Connect, such as how long the customer paid and how long ago they left, and Apple shows the offer in the App Store, in Apple account settings and in your app. Google Play uses developer-determined offers.
Apple's eligibility rules cover the length of the customer's paid subscription, the time since it expired and the time that must pass between redeemed offers. You also pick the discount type and the regions. A win-back offer has a direct link, https://apps.apple.com/win-back/<offer Apple ID>, that you can send by email, and your server can ask the App Store Server API which offers a customer is eligible for before you send it. StoreKit adds a win-back offer to the purchase options on iOS 18 and later.
With the default setting, Streamlined Purchasing, the customer finishes the purchase outside your app, and your app receives a completed transaction. It must listen for transaction updates from launch so it can give the customer the product. If you turn Streamlined Purchasing off, your app gets a purchase intent first and completes the purchase itself.
On Google Play, an offer with developer-determined eligibility can serve lapsed subscribers, because you decide in your app who qualifies. Customers can also resubscribe from the Play subscriptions center for up to one year after expiry. RevenueDot works with the RevenueCat SDK's win-back calls unchanged. It records the offer as win_back, sends its identifier as offer_code, and stores the offers Apple says a customer may redeem.
Sources: Apple: Supporting win-back offers in your app · Apple: Auto-renewable subscriptions · Play Console Help: Understanding subscriptions · Android Developers: Subscriptions
FAQ
Win-back offer: questions people ask
Which iOS version supports win-back offers?
iOS 18 and later, and visionOS 2 and later. That is where StoreKit adds win-back offers to the purchase options.
How is a win-back offer different from a promotional offer?
Apple evaluates win-back eligibility from rules you set in App Store Connect, and the purchase needs no server signature. A promotional offer needs your own eligibility logic and a signature from your server.
Does Google Play have win-back offers?
Not as a separate type. Use a developer-determined offer for lapsed subscribers, and let customers resubscribe from the Play subscriptions center.
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