A method to process cancellation requests. The method includes receiving, by a computer processor and from a first user, a first request to cancel a first subscription to an online service, calculating, by the computer processor in response to the first request: a first retention value score of the first user based on a first usage profile of the first user interacting with the online service, and a first retention value threshold based on a first availability measure of support agents for the online service, and sending, by the computer processor and in response to the first retention value score exceeding the first retention value threshold, a message to the first user to contact at least one of the support agents to discuss cancelling the first subscription.