Intuitively you'd think that would be the case but in practice once a subscription stops, a large share of customers don’t come back even if they were active. We see three buckets: 1. Customer shops and finds an alternative (Claude instead of ChatGPT) 2. Customer is pissed off about downtime and leaves 3. Nice to have and customer may reactivate later or must have and reactivates/shops

Ultimately, you want to retain customers that want to use your product. If they don't they will actively cancel. We don't prevent or get involved with customers that actively cancel.

The service didn't stop. You subscribe to a product that you're using but the bank declines the payment (happens every time to almost 30%+ of customers). The customer never intended to churn.. they can always go and cancel. It's good customers with legitimate payments.