Subscriptions

Dunning

The process of retrying failed subscription payments and notifying customers to update their card before churning them.

Subscription churn is dominated by involuntary churn, failed renewals, not cancellations. Dunning combines retry logic, account updater, and customer comms to recover payments. A well-tuned dunning flow recovers 30–60% of failed renewals.

Related terms

Retry logic

Rules that re-attempt a declined transaction across time windows, acquirers, or authentication levels to recover revenue.

Account updater

A scheme service that automatically updates stored card numbers and expiry dates when an issuer reissues a card.

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