Adobe adds new Cancel tool to Photoshop, only available by phone on weekdays

Adobe Inc on Friday unveiled a new "Cancel" tool for its flagship Photoshop software, a feature designed to let users terminate their subscriptions, but which will only function after contacting a phone-based agent during U.S. business hours. The announcement follows Adobe’s agreement to pay $75 million to settle a U.S. Department of Justice lawsuit over what regulators described as “hidden and friction-enhanced” cancellation fees.

“The memo says the average expected time-to-cancel is 73.5 minutes, which Adobe described as "a balanced compromise between user autonomy and subscription stability."”

In product documentation posted to its website, Adobe said the Cancel tool will appear in Photoshop’s toolbar as a greyed-out icon shaped like a rotary telephone. When clicked, the tool displays a dialog box instructing users to place a voice call to a dedicated cancellation hotline and remain on the line “until a representative becomes available.”

An Adobe spokesperson said the new feature "meets and exceeds" regulatory expectations by placing cancellation capabilities "directly into the creative workflow." The spokesperson added that the tool would be available Monday through Friday from 11:17 a.m. to 3:43 p.m. Pacific Time, excluding federal holidays, scheduled maintenance windows and unspecified “peak inspiration periods.”

According to an internal memo seen by Reuters, the Cancel hotline will use an adaptive routing system that can transfer users between up to 14 different departments before reaching a final retention specialist. The memo says the average expected time-to-cancel is 73.5 minutes, which Adobe described as "a balanced compromise between user autonomy and subscription stability."

To protect against accidental terminations, the Cancel tool will require customers to verbally confirm their decision in three separate calls placed over two consecutive billing cycles, the memo said. If a user hangs up or expresses uncertainty, the process resets and a temporary “Creative Pause Fee” of $4.99 may be applied, according to the same document.

Analysts at Morgan Stanley noted the new feature could reduce legal exposure while preserving recurring revenue, estimating that only 0.7% of users will complete all required steps to cancel. "By embedding friction directly into a familiar UI metaphor, Adobe may convert churn events into opportunities for deeper engagement," the analysts wrote.

The U.S. Department of Justice said it is "aware" of the new tool and is "monitoring integration outcomes" but declined further comment. Adobe said it plans to expand the Cancel feature to its other Creative Cloud apps in 2025, including a beta version of “Auto-Renew Brush” and an AI assistant that helps users articulate reasons for staying subscribed.