Types of Subscription Offers
Both Apple and Google provide multiple mechanisms to offer discounted or free subscription access. These tools help with acquisition (converting free users), retention (keeping existing subscribers), and win-back (recovering churned users). Understanding which offer type to use and when is critical for maximizing subscription revenue.
Free Trials
The most common offer type. Users get full subscription access for a limited period without paying. If they do not cancel before the trial ends, they are automatically charged.
Apple Free Trials
- Configured as part of an introductory offer in App Store Connect
- One free trial per subscription group per Apple ID
- Durations: 3 days, 1 week, 2 weeks, 1 month, 2 months, 3 months, 6 months, 1 year
- Eligibility is managed automatically by the App Store
- StoreKit 2 provides
isEligibleForIntroOfferto check eligibility before displaying
Google Play Free Trials
- Configured as part of a base plan offer
- One free trial per app per Google account (configurable)
- Custom durations supported (e.g., 5 days, 2 weeks)
- Eligibility can be configured with offer tags and developer-defined criteria
Trial Best Practices
- 7 days is the most common and generally optimal trial length
- Shorter trials (3 days) work for apps with quick "aha moments"
- Longer trials (14-30 days) work for apps that need time to build habits
- Always clearly communicate when the trial ends and what the charge will be
- Send a push notification 1-2 days before trial expiration as a courtesy
Introductory Offers (Apple)
Apple provides three types of introductory offers for users who have not previously subscribed:
Pay As You Go
Reduced price for a set number of billing periods. Example: $0.99/month for the first 3 months, then $9.99/month.
Pay Up Front
Single reduced payment for a set duration. Example: $1.99 for the first 3 months, then $9.99/month.
Free Trial
No charge for a set duration (covered above).
All three types are mutually exclusive per subscription group. A user who used a free trial in one app cannot get an introductory offer for another app in the same subscription group (if they share the same developer account).
Promotional Offers (Apple)
Unlike introductory offers, promotional offers target existing or lapsed subscribers. They require a signed request from your server.
Use Cases
- Retention: Offer a discount to users about to cancel
- Win-back: Offer churned subscribers a discounted return
- Upgrade incentive: Offer a deal to move from monthly to annual
Implementation
Create promotional offers in App Store Connect, generate a signed offer request from your server using your API key, and present it using Product.PromotionalOffer. Offer types include free period, pay as you go (discounted recurring), and pay up front (discounted lump sum).
Offer Codes (Apple)
Offer codes are alphanumeric codes distributed outside the app (email, social media, partnerships). Two types exist: one-time use codes (up to 150,000 per quarter) and custom reusable codes (up to 25 active per subscription, e.g., "SUMMER2026").
Users redeem codes via the App Store or in-app using presentCodeRedemptionSheet(). Track redemptions in App Store Connect analytics and Server Notifications.
Google Play Offers and Promotions
Offer Tags
Google uses offer tags to control eligibility. You can create multiple offers per base plan and assign tags that your app logic checks before displaying.
Developer-Determined Offers
Your backend decides which offers to show based on user attributes (new user, churned user, high-engagement user). The app sends the selected offer token in the purchase flow.
Promo Codes (One-Time)
Google Play supports promo codes for one-time products (not subscriptions). You can generate up to 500 codes per quarter per app. These are redeemed in the Play Store.
Subscription-Specific Promotions
For subscriptions, use base plan offers with specific eligibility criteria rather than promo codes. This provides more control and better analytics.
Win-Back Strategies
Winning back churned subscribers is often cheaper than acquiring new ones. Here is a practical framework:
Timing
| Days Since Churn | Action |
|---|---|
| 1-3 days | Push notification: "We miss you! Here is 50% off for 3 months" |
| 7-14 days | Email with a promotional offer link |
| 30 days | In-app promotional offer on next app open |
| 60-90 days | Offer code via email campaign |
Offer Sizing
- Recently churned users (less than 7 days): 30-50% discount for 1-3 months
- Moderately churned (7-30 days): 50% discount or free month
- Long-term churned (30+ days): Free trial equivalent or 60%+ discount
Measuring Win-Back Success
Track win-back conversion rate per offer type, measure retention at 30 and 90 days, and calculate ROI by comparing recovered revenue against discount costs.
Related Topics
- Auto-Renewable Subscriptions - Full subscription lifecycle including trials and offers
- Paywall Design Strategies - How to present offers on paywall screens
- App Pricing Strategies - Pricing psychology for setting offer amounts