Subscription Recovery
Playbook for calling customers who cancelled or are cancelling to offer save deals or win them back.
Subscription recovery calls reach customers who have cancelled — or are in the process of cancelling — to offer them a reason to stay or come back. The rules here depend on timing: active cancellation flows vs. winning back lapsed customers.
We'll help you set this up
These are recommendations. Reach out and we'll help confirm your configuration.
Two scenarios, different rules
During active cancellation
When someone is actively cancelling (still a customer, contract not yet ended), you have more flexibility. You can often call to confirm the cancellation or discuss their options.
Important: Keep "service" calls separate from "marketing" calls. Confirming a cancellation is service. Offering a discount to stay is marketing. In some jurisdictions, mixing them creates compliance risk.
Winning back lapsed customers
Once someone has fully cancelled and time has passed, they're often treated like any other prospect. In strict opt-in markets (like France after Aug 2026, Netherlands from Jul 2026), you typically need fresh consent to call them again for marketing.
Your setup checklist
1. Know your timing
- Active subscriber cancelling: Stronger position. Relationship exists. Can often reach out.
- Lapsed (contract ended): Check regional rules. Many jurisdictions treat this as needing fresh consent for marketing calls.
2. Separate service from marketing
If you're calling to confirm cancellation details (service), keep it clean — no sales pitch. If you want to offer a save deal (marketing), treat it as a marketing call with appropriate consent.
3. Configure your script
For save offers during active cancellation:
- Open with your brand name
- Acknowledge they're cancelling
- Make your offer
- Honor their decision immediately if they decline
Example: "Hi, this is Acme. I see you're cancelling your subscription — before you go, I wanted to let you know we have a loyalty offer that might interest you. Would you like to hear about it?"
4. Connect your Twilio account
Phone numbers need to be on your own Twilio account.
What Octocom handles
| Control | What we do |
|---|---|
| Opt-outs | Immediate suppression when someone declines |
| Calling hours | Calls only during configured hours |
| Attempt limits | Configurable caps |
| Caller ID | Real, accurate caller ID |
| Records | Call attempts and outcomes |
Region notes
| Region | Key point for subscription recovery |
|---|---|
| US | Same consent rules as other marketing calls. |
| UK | Automated calls need specific consent. Existing relationship doesn't override TPS for live calls. Details → |
| Canada | 18-month contract window helps while active. After contract ends, consent weakens. ADAD needs express consent. Details → |
| Australia | Inferred consent weakens after relationship ends. Express consent safer for winback. Details → |
| EU | Lapsed customers often need fresh consent in strict opt-in countries (FR, NL, DE). Active contract may have more flexibility. Details → |
Summary
- Know whether you're calling active or lapsed subscribers
- Keep service calls separate from marketing offers
- For lapsed customers in strict markets, you may need fresh consent
- Configure scripts that acknowledge the situation and respect decisions
We're happy to help you set up subscription recovery flows that work for your regions.