“some apps are even offering like a pause option um so not only are higher prices kind of becoming the norm like if we want that to work we need to give them that feeling of control”

Pause option at cancellation reduces churn without discounting

Offering a pause option at the moment a user intends to cancel gives them a lower-commitment exit that preserves the subscriber relationship for future reactivation. Users retain a sense of control without fully churning — and the app avoids losing the billing relationship entirely. This is especially effective for seasonal or lifestyle apps where usage naturally ebbs and flows.