Definition
A lifecycle system for managing failed payments. Dunning flows often include retries, reminders, grace periods, and in-app nudges — all aimed at recovering revenue and minimizing involuntary churn from billing issues.
Dunning Recovery Rate = (Failed Payments Recovered / Total Failed Payments) x 100. Revenue Recovered = Recovered Subscribers x Average Revenue per Subscriber. For example: 720 recovered / 1,000 failed = 72% recovery rate. Revenue saved = 720 x $9.99 = $7,193/month.
A proven sequence: Day 1 — friendly ‘payment issue’ notification with update link. Day 5 — reminder emphasizing what they will lose (‘Your 142-day streak is at risk’). Day 10 — urgency message (‘Last chance to update before losing access’). Day 14 — final notice. Keep the tone helpful, never threatening. Personalization increases recovery rates by 15-20%.
Most apps maintain access during the grace period (typically 16 days on Apple, 7 days on Google) to give users time to fix the issue. Revoking access too early creates a bad experience and reduces the chance of recovery. However, showing a subtle in-app banner that says ‘Payment issue detected’ creates gentle urgency without punishing the user.
Well-implemented dunning flows recover 60-80% of failed payments, compared to 40-50% with platform retries alone. For a typical subscription app, involuntary churn represents 20-40% of total churn. If you reduce involuntary churn by 30% through better dunning, you could see a 6-12% improvement in overall retention — a massive impact on LTV and revenue.
The set of policies and regulations that govern how user data is collected, stored, and used. For subscription apps, compliance with standards like GDPR, CCPA, and Apple’s App Tracking Transparency (ATT) is essential, particularly when dealing with personal, behavioral, or payment data.
Links that direct users to specific in-app locations rather than simply opening the app. When combined with attribution and deferred deep linking, they enable seamless experiences across channels and platforms — valuable for re-engagement, referrals, and onboarding.
A technique that routes users to a specific screen or piece of content in the app after installation — often used for campaigns, referrals, or personalized onboarding. It enables seamless user flows from ad click to in-app action, even when the app isn’t already installed.
A promotional code that offers users a reduced subscription price, often used during onboarding, seasonal campaigns, or win-back efforts. Codes can drive urgency, personalize offers, or reward referrals.
Offering a lower-priced plan or reduced feature set to users who show signs of canceling or resisting a premium offer. Downselling helps preserve revenue and reduce full churn by keeping users subscribed at a lower commitment level.
Botsi automatically shows the right price to every user. Stop guessing and start growing.