1. Go to Cancel/Pause Funnel Reasons and click Add new (/admin/subscriptionreasons/add).
2. Enter the Reason Name (required; e.g. "Too expensive").
3. Under Settings keep Is Active? on and, if you want the customer to explain, switch on Requires Justification? — a Justification title field appears (e.g. "What would make it affordable?"; leave it empty for an untitled text box).
4. In Where this reason will be used? keep or change the selection: Pause Subscription, Cancel Subscription or both (both are pre-selected; at least one is required).
5. Click Save. You return to the list.

To edit later, click the reason's ID in the list (/admin/subscriptionreasons/edit/<id>).