Welcome to Subscriptions Weekly! Smarter subscriptions are here — and they’re built to help you get ahead. AI-driven engagement and global-ready payments reveal new ways to move faster, scale smarter, and deliver standout subscriber experiences. From BNPL regulation reversals to new payment innovations from X and PayPal, here’s what’s shaping the future of subscriptions.

New research: AI is the new loyalty engine

New data shows that subscribers are more likely to stick around when experiences feel personalized—especially when powered by AI. Brands using AI to tailor offers and journeys are seeing stronger retention and higher LTV. Why it matters: Personalized experiences aren’t just a nice-to-have—they’re the key to long-term growth in the subscription economy. Read the research

PayPal launches Apple Pay alternative for iPhone

PayPal has launched a tap-to-pay option on iPhones that bypasses Apple Pay, offering millions of users a new contactless checkout experience through the PayPal or Venmo app. Why it matters: The move challenges Apple’s dominance in mobile payments and gives merchants more flexibility — especially for subscriptions and recurring payments. Read more

X Unveils xMoney: A fintech play to rival Apple Pay

X (formerly Twitter) has launched xMoney, a new payment service that lets users send and receive money via the app — integrating social, shopping, and subscriptions. Crypto features are on the roadmap.

Why it matters: Elon Musk’s “super app” vision is taking shape. xMoney could disrupt recurring billing in new ways. Read more

CFPB pauses enforcement of BNPL oversight

The Consumer Financial Protection Bureau (CFPB) has decided not to enforce its interpretive rule that classifies Buy Now, Pay Later (BNPL) providers as credit card issuers. While providers are still expected to comply, there will be no active regulatory enforcement.

Why it matters: This pause offers BNPL firms breathing room and regulatory clarity, potentially accelerating the model’s integration into subscription commerce. More here

FTC delays click-to-cancel rule enforcement

The FTC’s rule requiring simple subscription cancellation is now set to take effect on July 14, 2025, instead of May.

Why it matters: Consumer frustration with difficult cancellation paths is real. This delay puts pressure on brands to prepare — or risk blowback. Full story

Hulu removes Vevo Channel, faces subscriber backlash

Hulu will remove the Vevo Features Channel on June 26, drawing frustration from Hulu + Live TV subscribers paying $83/month.

Why it matters: Streaming services need to balance pricing with perceived value. Cutting features without notice risks churn. Read more

Salesforce grows AI Revenue, stock slips

Salesforce posted $9.83B in Q1 revenue (up 8% YoY), with AI/data cloud ARR doubling to $1B. Still, the stock fell 6% due to long-term growth concerns.

Why it matters: AI investments are paying off for subscription businesses, but expectations are higher than ever. Coverage

Walmart warns of potential price hikes due to tariffs

Walmart execs say new China tariffs may drive up U.S. consumer prices. Walmart is evaluating its options and hasn’t yet committed to increases.

Why it matters: Price hikes could impact recurring delivery services like Walmart+, affecting low-margin subscription models. Read more

Celebrating Scentbird: A fragrance subscription built to scale

We’re incredibly excited to share Scentbird’s story. What began as a monthly perfume subscription is now a thriving destination for fragrance lovers — with scents spanning perfumes, candles, and even car fresheners. But behind their growth is a commitment to flexibility, personalization, and subscriber experience.

Partnering with Recurly, Scentbird scaled its operations while reducing churn, increasing payment success, and embracing AI-driven insights. From real-time billing automation to global expansion readiness, Scentbird’s journey is a masterclass in building loyalty and revenue through innovation.

Why it matters: Growing a high-touch, personalized subscription offering isn’t easy — but with the right tools and support, it’s absolutely possible. Scentbird’s success shows what’s possible when technology meets vision. Read the full story

Upcoming webinar: Experience-led growth

How do top brands boost engagement, conversion, and retention? Join us on June 18 for a virtual event in our What’s Next Series. Industry experts will unpack how subscriber-first experiences drive sustainable growth. Save your spot 

Recurly Spring Release 2025: Innovation that fuels growth

Our latest release is built to help subscription businesses scale smarter, faster, and more efficiently. From storefront to subscriber, we’ve delivered powerful updates across the entire journey:

Plus: 10+ new payment methods, enhanced revenue recognition, and global tax support. Explore what’s new