Lifecycle emails
Beginning July 1, 2025, new rules apply for customers in California related to auto-renewing subscriptions, including wording changes at the time of purchase and renewal notification emails for subscriptions. RevenueCat is implementing changes that will automatically apply in this state, to comply with the updated rules. If you're using RevenueCat Web Billing, you do not need to take any action.
Read more: Legal ruling | Explanation
Customers purchasing through Web Billing (formerly RevenueCat Billing) will receive emails related to their subscriptions and other purchases on the web.
Emails sent to customers:
- Come from a RevenueCat domain
- Display your app name as the sender (configured in Web Billing settings)
- Use your support email address as the reply-to (configured in the Web Billing app settings, if set) or
[email protected]by default”
Email customization
Lifecycle emails are lightly customized according to your brand colors configured in the RevenueCat dashboard (see Customization).
Only the Page background and Primary button colors are used to brand emails. Text colors are automatically determined, based on contrast with the background.
All emails, triggers, and calls to action
You can find a complete list of customer emails below, in addition to the triggers that are used to send them.
| Trigger | Call to action | |
|---|---|---|
| Free trial start | The customer started a free trial | n/a |
| Initial purchase | The customer made a successful purchase (either a subscription or one-time purchase) | Redeem purchase (when Redemption Links enabled) |
| Redemption link refresh | The customer attempted to use an expired redemption link, so a new one was sent to them | Redeem purchase (when Redemption Links enabled) |
| Customer portal login | The customer initiated access to the customer portal | Manage subscription in customer portal |
| Subscription renewal | The customer's subscription automatically renewed at the end of their billing period | n/a |
| Failed payment | A renewal payment failed (after several retries) | Manage subscription in customer portal |
| Subscription cancelation | The customer canceled their subscription | Renew subscription in customer portal |
| Subscription renewed (after cancelation) | The customer renewed their subscription after previously canceling, before it expired | n/a |
| Subscription expiry | The customer's subscription expired and will not be renewed | n/a |
| Chargeback detected | RevenueCat detected a chargeback from the customer, and the subscription was immediately canceled as a result | n/a |
| Refund issued | A refund was issued to the customer | n/a |