diff --git a/cron.py b/cron.py
index 6b865e50..0232c342 100644
--- a/cron.py
+++ b/cron.py
@@ -236,6 +236,9 @@ def notify_manual_sub_end():
 
         if need_reminder:
             user = coinbase_subscription.user
+            if user.lifetime:
+                continue
+
             LOG.d(
                 "Remind user %s that their coinbase subscription is ending soon", user
             )