How to cancel NOW TV in the UAE: your complete step-by-step guide

Why you might want to cancel NOW TV

NOW TV is a flexible streaming subscription service that lets you select individual passes-Entertainment, Cinema, or Sports-without committing to long-term contracts. Your subscription renews automatically on your billing date, which means you need to cancel proactively to avoid unwanted charges. Whether you've finished watching a series, a sports season has ended, or you simply want to reduce your monthly commitments, cancelling NOW TV is your right as a consumer. Yafee helps thousands of UAE residents navigate subscription cancellations with clarity and confidence.

How NOW TV operates in the UAE

NOW TV is a UK-based service accessible to UAE residents depending on your payment method and account setup. Your subscription renews automatically unless you cancel before your billing date arrives. If you subscribed through Apple App Store or Google Play, your billing and cancellation are processed separately from the main NOW TV website-this distinction matters when you cancel. Yafee recommends checking your current subscription method first, as this determines which cancellation route you must follow.

Common reasons subscribers cancel

Most cancellations occur when a specific pass is no longer needed, when content libraries have been exhausted, or when subscribers consolidate their streaming services. Unlike fixed contracts, NOW TV's pass-based model gives you complete control over when you pause or stop. You might also cancel if you're temporarily tightening your budget or switching to a competitor service. Understanding your reason helps you decide whether to cancel permanently or pause your subscription instead.

Your consumer rights under UAE law when cancelling NOW TV

UAE consumer protection legislation grants you specific safeguards when cancelling digital subscriptions, and Yafee advises all consumers to understand these rights fully before proceeding.

The 14-day cooling-off period explained

Under UAE consumer protection regulations (implemented through the Federal Law No. 24 of 2006), you have the right to cancel and receive a full refund within 14 calendar days of your purchase, provided you have not already used the service significantly. This cooling-off period applies whether you paid directly or through a third-party app store such as Apple or Google. Your legal position grants you this window regardless of NOW TV's standard terms. Document the exact date and time you submit your cancellation request, as this evidence protects you if a dispute arises later.

Your rights after the 14-day window closes

Once the 14-day cooling-off period expires, NOW TV's standard refund policy applies instead. Generally, NOW TV does not offer refunds for partially used access periods after the cooling-off window has closed. However, your right to cancel at any time without penalty or additional charges beyond your current billing period remains absolute. This means your subscription simply stops renewing after your current paid period ends-you will not be charged for future months. Yafee emphasizes that cancellation and refunds are distinct rights; you can cancel without receiving a refund if you are beyond the 14-day window.

How to cancel NOW TV: step-by-step cancellation methods

You have multiple accepted methods to cancel your NOW TV subscription, and choosing the fastest route saves you time and provides immediate confirmation.

Cancel through your online account (fastest method)

Cancelling via the NOW TV website is the quickest and most reliable approach. You receive immediate on-screen confirmation and a follow-up email within minutes.

1. Open your web browser and navigate to nowtv.com
   • Use the same browser or device where you originally signed up, as this helps with account recognition
2. Sign in with your email address and password
   • If you have forgotten your password, select "Forgotten password?" and reset it using your registered email
3. Navigate to your account dashboard and select "My Account" or "Subscriptions"
   • Look for a section labelled "Manage My Passes" or "Active Subscriptions"
4. Locate the pass or subscription you wish to cancel
   • Click "Cancel" or "Remove Pass" next to your active subscription
5. Review the cancellation summary and confirm you understand when your access ends
   • NOW TV will display your final access date (typically the end of your current billing period)
6. Click "Confirm Cancellation" to complete the process
   • You will receive an immediate confirmation message and a follow-up email to your registered address

Cancel via live chat support

NOW TV offers live chat support through your online account. This method is interactive and ensures a support agent processes your cancellation in real time.

1. Sign in to your NOW TV account at nowtv.com
   • Enter your email and password
2. Navigate to "Help" or "Contact Us" in your account menu
   • Select the "Live Chat" or "Chat with Us" option
3. Initiate a chat session and state that you wish to cancel your subscription
   • The agent will ask which pass you want to cancel and confirm your identity
4. Provide your reason for cancellation (optional, but sometimes leads to retention offers)
   • Remain polite but firm; you are under no obligation to accept alternative offers
5. Confirm cancellation once the agent processes your request
   • Request a cancellation reference number and take a screenshot of the chat transcript

Cancel by phone

You can reach NOW TV's customer support team by telephone to cancel your subscription. Note that support availability may vary depending on the time and day you call.

1. Locate NOW TV's current phone number through their website or your account email
   • Yafee advises checking your registered email for the most up-to-date contact details
2. Call during their business hours and confirm you are speaking with a NOW TV representative
   • Have your account email address and password reset option ready
3. State clearly that you wish to cancel your subscription
   • Provide your pass type (Entertainment, Cinema, or Sports) if you hold multiple passes
4. The agent may offer retention incentives-you are not obligated to accept these
   • Remain firm if you have decided to cancel
5. Request a cancellation reference number and note the agent's name and call time
   • Ask for a confirmation email to be sent to your registered address

Cancel via email

Email cancellation is a formal, documented method that creates a written record of your request. Processing may take 3 to 5 business days.

1. Compose a new email to NOW TV's cancellation address
   • Use the contact email found in your account or on their support page
2. Include your full name, registered email address, and account number (if available)
   • State clearly: "I wish to cancel my NOW TV subscription effective immediately"
3. Specify which pass you are cancelling (Entertainment, Cinema, Sports, or all passes)
   • Include your reason for cancellation (optional but recommended)
4. Request a cancellation confirmation email and reference number
   • Ask that the agent confirm your final access date
5. Send the email and keep a copy for your records
   • Check your spam folder for the response; allow 5 business days for a reply

Cancel if you subscribed through apple app store or google play

If your NOW TV subscription is billed through Apple App Store or Google Play, you must cancel through those platforms, not through the NOW TV website. This distinction is critical because billing is managed separately.

1. For Apple App Store subscribers:
   • Open the Apple App Store on your iPhone, iPad, or Mac
   • Navigate to "Account" (usually your profile icon in the top right)
   • Select "Subscriptions" and find "NOW TV"
   • Tap "Cancel Subscription" and confirm the cancellation
2. For Google Play subscribers:
   • Open the Google Play Store app on your Android device or visit play.google.com
   • Go to "Account" and then "Subscriptions"
   • Select "NOW TV" and tap "Cancel Subscription"
   • Follow the prompts to confirm your cancellation
3. Allow 24 to 48 hours for the cancellation to reflect in your NOW TV account
   • You will receive a confirmation email from the app store platform (Apple or Google), not from NOW TV directly

Understanding NOW TV's pricing and pass options

Knowing what you are paying for helps you make an informed cancellation decision and verify charges on your billing statement.

What happens after you cancel NOW TV

Understanding the post-cancellation timeline ensures you know exactly when your access ends and what to expect.

Your access period after cancellation

When you cancel NOW TV, your subscription does not end immediately. Instead, you retain access until the end of your current billing period. For example, if your billing date is the 15th of each month and you cancel on the 1st, you can continue watching until the 14th. NOW TV will not charge you for the next billing cycle. This grace period applies regardless of when you cancel during your billing month.

Refund eligibility after cancellation

Whether you receive a refund depends on when you cancel relative to the 14-day cooling-off period and how much of your current period you have used. Within 14 days of purchase and with minimal service use, you qualify for a full refund. After 14 days, refunds are not available for partially used periods, but you stop being charged for future periods. Yafee recommends requesting a refund explicitly if you cancel within the 14-day window; do not assume the company will offer it automatically.

Reconnecting your account later

If you cancel and later decide to resubscribe, you can sign back into your NOW TV account using the same email and password. Your previous watch history and preferences will remain intact. You will not incur any reactivation fee or penalty-simply select your desired pass and restart your subscription. The billing will begin from your new subscription date.

Common mistakes to avoid when cancelling NOW TV

Cancellation is straightforward when you follow the correct procedure, but some subscribers make avoidable errors that delay their cancellation or result in unexpected charges.

Mistake 1: cancelling the wrong account or pass

If you hold multiple passes (Entertainment, Cinema, and Sports), cancelling one does not cancel the others. You must cancel each pass individually if you wish to stop all subscriptions. Yafee advises reviewing your "Active Subscriptions" section before confirming cancellation to ensure you are cancelling the correct pass.

Mistake 2: forgetting to cancel a subscription billed through your app store

Many subscribers cancel through the NOW TV website but forget that their subscription is also active on Apple App Store or Google Play. You must cancel through both platforms to stop all charges. Check your app store subscriptions separately from your NOW TV account.

Mistake 3: not requesting a cancellation confirmation

Failing to obtain a cancellation reference number or confirmation email leaves you without proof if billing disputes arise. Always request written confirmation, whether by email, live chat, or phone. Screenshot or print this confirmation for your records.

Mistake 4: cancelling too late in your billing cycle

If you cancel after your next billing date has passed, you may be charged for the upcoming month. Check your next billing date before cancelling, and submit your cancellation at least one day before that date arrives. Yafee recommends cancelling during the first half of your billing period to provide a safety margin.

Mistake 5: accepting retention offers without understanding the terms

NOW TV support agents sometimes offer discounts or alternative passes to prevent cancellation. Before accepting, verify the exact price and renewal date of the new offer. Some retention discounts apply only for one month, after which your subscription reverts to the full price. Confirm these terms in writing before agreeing.

Comparing streaming services if you are considering alternatives

If you are cancelling NOW TV to switch to another service, comparing your options helps you find the best value for your viewing habits.

How to escalate a cancellation dispute if NOW TV refuses to comply

If NOW TV declines your cancellation request or continues charging you after you have submitted a cancellation, you have legal recourse through UAE consumer protection channels.

Your escalation options under UAE law

Under UAE Federal Law No. 24 of 2006 on Consumer Protection, you have the right to lodge a formal complaint with the Consumer Protection Authority if a company breaches your cancellation rights. Document every communication-emails, chat transcripts, phone call notes, and billing statements. Provide Yafee with your documentation if you need guidance on your legal position. The Consumer Protection Authority investigates complaints at no cost to you and can compel NOW TV to refund unauthorized charges or process your cancellation immediately.

Steps to file a consumer complaint

1. Gather all documentation of your cancellation request and the company's refusal
   • Include payment receipts showing unauthorized charges
2. Contact the UAE Consumer Protection Authority through their official website or office
   • You can file a complaint in person, by post, or through their online portal
3. Submit a detailed written complaint stating:
   • Your cancellation request date and method
   • The dates you were charged after cancellation
   • The total amount of unauthorized charges in AED
   • Your contact details and NOW TV account information
4. Attach copies (not originals) of your supporting documents
   • Email confirmations, bank statements, screenshots, and reference numbers
5. Submit your complaint and retain your filing receipt
   • The Authority will investigate within 30 days and contact NOW TV for a response

Your cancellation checklist before clicking confirm

Use this final checklist to ensure you complete every step correctly and protect yourself legally.

• Confirm your billing date so you cancel before the next charge
• Identify which pass or passes you are cancelling (Entertainment, Cinema, Sports)
• Check whether your subscription is billed through NOW TV, Apple, or Google
• Review your cancellation method (website, live chat, phone, or email)
• Have your account email and password ready for sign-in
• Screenshot or save the cancellation confirmation and reference number
• Request a follow-up email confirming your cancellation and final access date
• Verify within 7 days that you are no longer charged on your next billing date
• If you cancel within 14 days and want a refund, request it explicitly and in writing
• Save all documentation for at least 1 year in case of disputes

How yafee helps you take control of your subscriptions

Navigating subscription cancellations involves understanding your legal rights, following the correct procedural steps, and documenting every interaction. Yafee has helped thousands of consumers cancel NOW TV and other subscriptions by providing clear, legally grounded guidance tailored to UAE consumer law. Whether you cancel through your online account, live chat, phone, or email, you now have the precise steps and legal framework to complete your cancellation confidently. If you encounter resistance from NOW TV or face unauthorized charges, Yafee's guidance on filing complaints with the UAE Consumer Protection Authority empowers you to escalate your case effectively.

Your right to cancel your NOW TV subscription is absolute under UAE law, and you should never accept unnecessary charges or delays. Start your cancellation today using the method that suits you best, and keep your confirmation documentation secure. Yafee remains your trusted resource for subscription management, consumer rights, and contract clarity across the UAE.

NOW TV cancellation mailing address for postal requests

If you prefer to cancel by post, address your written cancellation request to NOW TV's registered address (check your account email for the current postal address, as this may change). Include your full name, account email, the date of your request, and a clear statement: "I cancel my NOW TV subscription effective immediately." Send your request via registered mail and retain the delivery receipt as proof of submission.