“When someone clicks a cancel button it might be a one-click cancel button but you can present a cancellation flow which can ask some questions about why are they canceling and present some alternative options you can build ways to trigger a downgrade flow or a pause flow instead of a cancel flow which means you might be downgrading them from one plan to another but you're not losing them entirely.”

Cancellation Flows, Pause Options, and Downgrade Paths Outperform Hard Cancels

On the web, the cancel button doesn't have to end the relationship. Lucas outlines a toolbox unavailable on the App Store: cancellation-reason surveys, plan downgrades, subscription pauses, and targeted win-back offers. A downgraded subscriber is worth far more than a churned one. The FTC click-to-cancel rule still applies, so the cancel must remain accessible — but the journey between intent and execution can recover a meaningful slice of at-risk subscribers.