If the discount is non-recurring, then it will apply only to the first month of the subscription and specifically to the first purchase of the plan. In case the user changes their plan or wishes to cancel their subscription, then the discount will not be valid anymore. If the discount falls under the category of recurring, then it will be applied every month. In case the user is upgrading or renewing their plan, the new subscription will accommodate the existing discount. If the user has decided to cancel or download their plan, then the current discount will not be applicable.