# Win-back offers: bring lapsed subscribers back

> A win-back offer is an App Store subscription discount for people whose subscription has lapsed, defined per subscription product with rules for minimum paid time and 1 to 24 months since they left; you can have up to 350 per subscription and 5 live per storefront, and Apple can show them on your product page, in Manage Subscriptions and inside your app.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/win-back-offers

## What are the limits?

| Rule | Value |
|---|---|
| Offers per subscription | Up to 350 |
| Live at once | 5 per storefront, per subscription |
| Minimum length | 3 days |
| Earliest start | One day after today |
| Offer types | Free, Pay as you go, Pay up front |
| Priority | Normal (default) or High |
| Scope | Per subscription product, not per group |

People can only be eligible for their **most recently lapsed product in each group**. If you want to reach people who left different plans, create a separate win-back offer for each product.

## How does eligibility work?

You define three rules:

1. **Minimum paid duration:** how long the person paid before leaving, from 1 to 24 months, or 3, 4 or 5 years. Use it to reach people who already found value.
2. **Time since last subscribed:** a lapse window with both a minimum and a maximum between 1 and 24 months. Example: 5 to 11 months shows the offer only to people who left 5 to 11 months ago.
3. **Wait between offers (optional):** 2 to 24 months before the same person can redeem this offer again.

A useful pattern is two offers for different windows: a smaller discount for people who left 1–3 months ago, and a stronger one for people who left 6–12 months ago.

## Where do people see them?

| Placement | Requires |
|---|---|
| Manage Subscriptions page | iOS and iPadOS 14.3, macOS 14 or later |
| Inside your app, via a StoreKit message | iOS and iPadOS 18, macOS 15 or later |
| Your App Store product page, if promoted | iOS and iPadOS 18, macOS 15 or later |
| Editorial selections and personalized recommendations, if promoted | iOS and iPadOS 18, macOS 15 or later |

Every offer also gets a **redemption URL** you can share, for example in an email to former subscribers. Copy it from the subscription's **Redemption URL** section.

## How do I create one, step by step?

Required role: Account Holder, Admin, App Manager or Marketing.

1. In **Apps**, select your app and click **Subscriptions** in the sidebar.
2. Choose the group and click the subscription.
3. In **Subscription Prices**, click the add button (+) and choose **Create Win-Back Offer**.
4. Enter a **reference name** and an **offer identifier**. Neither can be changed later; the identifier appears in Sales and Trends and StoreKit transactions.
5. Set the **date range** (at least 3 days).
6. Choose **Normal Priority** or **High Priority**. High tells the App Store which offers matter most to your business when it ranks offers in win-back sheets, Manage Subscriptions and promotions.
7. Set the eligibility rules: minimum paid duration, time since last subscribed, and optionally wait between offers.
8. Choose countries or regions, click **Next**.
9. Choose the type, duration and price, click **Next**, review the prices for the 175 storefronts, then **Confirm**.

## How do I promote it on the App Store?

1. In the subscription's page, scroll to **Promote on the App Store** and click **Promote Offer**, then **Promote**.
2. You need an **approved subscription image** (not the app icon or a screenshot).

A promoted win-back offer **replaces any in-app purchase promotions in the same storefront**, so decide which matters more in that market.

## What can I edit later?

Before the offer goes live you can change almost everything: reference name, identifier, countries, price, dates, eligibility, priority and promotion. Once live, only countries, dates, eligibility, priority and promotion can change. You can delete an offer at any time; people who open its link then see that the offer is no longer available.

## How do win-back offers fit with the other offers?

- **Promotional offers** also reach lapsed subscribers, but only inside your app. Win-back offers can reach people who no longer open it.
- **Offer codes** with "Expired subscribers" eligibility are the option for channels outside the App Store, such as email or partners.
- **Introductory offers** are only for people new to the group.

The full comparison is in [App Store subscription offers](https://uptika.app/en/guides/app-store-subscription-offers), and codes in [How to create App Store offer codes](https://uptika.app/en/guides/app-store-offer-codes).

## What about Google Play?

Google Play does not have a "win-back" offer type. Two tools cover the job: a **subscription offer with developer-determined eligibility**, where your app decides who qualifies, and **promotional content** on Google Play that can target lapsed users (no open in 28 days) or churned users (uninstalled). See [Google Play subscriptions: base plans and offers](https://uptika.app/en/guides/google-play-subscription-offers).

## How does Uptika help?

Uptika does not see your subscriber data. It shows what happens on the store around your offers: the Rival log records competitors' price and listing changes, and the Daily ping summarizes rank and rating changes each morning. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

## Questions

### What are App Store win-back offers?

Special subscription offers for lapsed subscribers, set up in App Store Connect per subscription product. They can be free, pay as you go or pay up front, and Apple can show them to eligible people on the App Store, in Manage Subscriptions and inside your app.

### Who is eligible for a win-back offer?

People who match your rules: a minimum paid duration (1 to 24 months, or 3, 4 or 5 years), a lapse window between 1 and 24 months, and optionally a wait of 2 to 24 months before redeeming the same offer again. People are eligible only for their most recently lapsed product in each subscription group.

### Where do win-back offers appear?

On the Manage Subscriptions page (iOS and iPadOS 14.3, macOS 14 or later), inside your app through a StoreKit message (iOS and iPadOS 18, macOS 15 or later), and, if you promote the offer, on your product page and in editorial and personalized spots on the App Store (iOS and iPadOS 18, macOS 15 or later).

### Does Google Play have win-back offers?

Google Play has no offer type with that name, but you can build the same thing: a developer-determined subscription offer shown to lapsed users in your app, or promotional content on Google Play targeted at lapsed or churned users.

## Sources

- [Set up win-back offers (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-subscriptions/set-up-win-back-offers)
- [Auto-renewable subscriptions (Apple Developer)](https://developer.apple.com/app-store/subscriptions/)
- [Understanding subscriptions (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12154973)
- [Create promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12932541)

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Uptika is an ASO and store-intelligence tool for the App Store and Google Play. https://uptika.app/en