You launched a paid group, a monthly class or an app plan. The first month was great. The second month, a third of people didn't renew.
That drop is called churn, and every subscription business has it. With mobile money it works a little differently, because nobody's MoMo is charged automatically. Every month, each subscriber has to choose to pay again. (We explain why in how to charge monthly subscriptions with mobile money.)
That sounds like a weakness, but it gives you a clear job: make renewing the easy, obvious thing to do.
The five reasons people don't renew
1. They forgot
The most common reason by far. Life is busy, and nothing reminded them in time.
Fix: reminders before the due date, on the day, and once more before access ends. Paylead sends these by SMS and email for you: 3 days before, on the day, and on the last day of a 3-day grace period.
2. The money wasn't there that day
Many people have money on their MoMo on some days and not others. A reminder on the 15th is useless if they get paid on the 25th.
Fix: a short grace period, so a few days late doesn't mean losing access. On Paylead, subscribers keep access for 3 days after their period ends, and paying late never costs them days: the new period starts from their old end date.
3. Paying was a hassle
"Send GH₵ 100 to 024… and screenshot it" loses people. So does a link that makes them fill in everything again.
Fix: one link that goes straight to payment, with nothing to fill in again. Every Paylead reminder links to the subscriber's own renew page.
4. They stopped using it
People renew what they use. If they haven't opened your group in two weeks, they won't pay for another month.
Fix: deliver something on a schedule they can feel. A signal every morning, a live class every Tuesday, a new template every Friday. Make the value visible, not just available.
5. It no longer fits
Their goal changed, the price feels high now, or they wanted something you don't offer.
Fix: you can't save every one of these, and you shouldn't try too hard. Make cancelling easy, keep the door open, and ask one short question when someone leaves.
Look at your numbers every week
In Get paid → Subscriptions you can see who renewed, who is in their grace period and who has lapsed. Three habits help:
- Message the grace-period list. A personal "hope you're well, your spot is still open" on WhatsApp brings many people back.
- Welcome new subscribers in week one. The first week decides whether they renew. Point them to the best thing you offer.
- Watch month two. If most people leave after the first month, the problem is the first month, not the price.
Price and plans that renew better
Offer a yearly plan too. Some people would rather pay once. A yearly plan priced at about ten months is a good deal for them and fewer renewals to worry about for you.
Keep the monthly price easy to say. "GH₵ 100 a month" beats "GH₵ 3.33 a day".
Don't surprise current members. On Paylead, if you raise your price, new subscribers pay the new price and current ones keep theirs. That protects the people who trusted you first.
A simple checklist
- Reminders before, on, and after the due date ✔
- A grace period of a few days ✔
- One-tap renew link ✔
- Something delivered every week ✔
- A welcome in week one ✔
- A weekly look at who is behind ✔
- Easy cancelling ✔
The first three come built into Paylead subscriptions. The rest is you, being the reason people stay.
Frequently asked questions
What is a good renewal rate?
It depends on what you sell and how long people have been subscribed. Instead of chasing a number, track yours month to month and work on the biggest reason people leave.
Should I remove people the day they miss a payment?
No. Give a few days' grace. Many people are late, not leaving.
Can I charge cards automatically instead?
Today Paylead renews every subscription with a reminder and a one-tap payment, whether the subscriber uses mobile money or a card.
