# Cancel with Retention Offer
source: https://developer.mastercard.com/consumer-clarity/documentation/experience-design-guide/smart-subscriptions/use-cases/cancel/cancel-with-retention-offer/index.md
**When customers are seeking to cancel their subscription, merchants can choose to provide an offer to retain a service offering with them.**
### How it works {#how-it-works}
This will only apply if an issuer has a direct API connection with Mastercard, and chooses to enable a retention offer feature. When the customer clicks through to cancel their subscription, they are provided a screen displaying the contents of the offer. The customer can choose to accept it, or to continue with the cancellation process.
### Experience prototype {#experience-prototype}
### Things to Know {#things-to-know}
There are times when the retention offer may time out or expire. In that instance, the flow should proceed to the cancellation process through the API-direct connection flow.
### Unsuccessful states {#unsuccessful-states}
Cancellation requests can result in the unsuccessful outcome states. There are seven common unsuccessful messages, each with unique wording to help customers understand what happened and what their best next steps are. In some cases, the customer can attempt the action again; in others, they cannot. Some scenarios require the customer to contact the merchant directly to complete their request.
Read more about [Unsuccessful and Successful States](https://developer.mastercard.com/consumer-clarity/documentation/experience-design-guide/smart-subscriptions/use-cases/unsuccessful-successful-states/index.md) for understanding other outcomes and how to message about them.
Tip: Read more about [Unsuccessful and Successful States](https://developer.mastercard.com/consumer-clarity/documentation/experience-design-guide/smart-subscriptions/use-cases/unsuccessful-successful-states/index.md) for understanding other outcomes and how to message about them.
### Best practices {#best-practices}
These are suggestions specific to cancellation with a retention offer:
**Notifications:** If a cancellation with retention offer occurs, be sure to provide the offer details, the start date and date of offer acceptance, and any ID number of the transaction to the customer. This should be delivered in anyway they have accepted to receive notifications, such as in-app, push notifications or email.
**Messaging and copy:** When an offer is accepted by a customer, messaging should be clear about the details of what subscription has stopped, and which one has started. Make the accepted offer details persistent across the flow for ultimate customer awareness of what their new subscription is composed of (in other words in subscription details, transactions, and so on)
**Accessibility:** When integrating any of these cancel designs, be sure to maintain proper accessibility in their treatments to ensure comprehensive usage by all customers.
**Driving engagement:** Increase awareness of subscription management controls by surfacing them across key entry points in the experience. From subscription detail screens, list views, and notifications, clearly signal that users can view and manage their subscriptions. Read more in [Moments that matter](https://developer.mastercard.com/consumer-clarity/documentation/experience-design-guide/smart-subscriptions/moments-that-matter/index.md).
### High fidelity flows and assets {#high-fidelity-flows-and-assets}
For the best viewing experience of the flow, click the **full screen mode** option or **zoom** using the controls located on the right.
Next: [Change Plans](https://developer.mastercard.com/consumer-clarity/documentation/experience-design-guide/smart-subscriptions/use-cases/change-plans/index.md)