Snap Inc. quietly expanded its Snapchat+ paid subscription tier with new creator tools and features in recent weeks, available on iOS and Android in supported regions. According to company officials, the updates provide enhanced customization and analytics options aimed at heavy users and emerging creators seeking early access to experimental functions.
Snapchat+ serves as Snap Inc.’s core paid subscription tier, aimed at heavy users and emerging creators who seek enhanced customization and early access to experimental features, according to company officials. Launched in mid-2022, Snapchat+ is available as an in-app purchase on iOS and Android in supported regions, with monthly plans priced around $3.99 in the U.S., subject to variation by app store fees and local taxes.
Snap disclosed that its direct revenue business, which includes Snapchat+ and related paid products, has reached a $1 billion annualized revenue run rate, supported by a subscription community exceeding 25 million Snapchatters.
The subscription unlocks a variety of perks, including custom app icons, a shimmering Star badge on subscriber profiles, and advanced analytics-style Story replay views that go beyond standard metrics. Subscribers can also pin a “Best Friend” to the top of their chat list, a feature highlighted in official product descriptions and early testing leaks. Internal testing revealed additional capabilities such as seeing how many friends rewatched a Story and viewing a friend’s last 24-hour location if opted in, signaling a data-rich experience designed for creators tracking audience engagement.
On June 11, 2025, Snap announced Lens+, an additional tier within Snapchat+ that provides access to hundreds of exclusive augmented reality (AR) lenses, AI-powered video effects, and premium creator experiences. Lens+ is priced at $8.99 per month and includes all benefits of the base Snapchat+ tier along with expanded AR features. At launch, Lens+ features AR experiences developed by Snap and select creators, including exclusive AI video lenses and a Bitmoji Game Lens, with Snap committing to adding new AR experiences weekly. Company representatives stated that in the coming months, select Lens creators will be able to monetize exclusive lenses through Lens+, creating a direct revenue stream for AR creators within Snap’s paid ecosystem.
This community encompasses Snapchat+, Lens+, Snapchat Platinum, and Memories Storage Plans. According to Snap, these subscriptions provide users with the ability to “shape their experience,” offering premium access to creators and advanced tools layered on top of the standard app. The growing subscription base and revenue enable Snap to invest in expanding creator tools, including the introduction of Creator Subscriptions and enhanced monetization options.
Creator Subscriptions, announced by Snap as a new product, allow fans to subscribe directly to creators for exclusive content, priority engagement, and an ad-free experience within creators’ Stories. Alpha testing for this feature began on February 23, 2025, with a select group of 15 U.S.-based Snap Creators, including Snap Stars Jeremiah Brown, Harry Jowsey, and Skai Jackson. Snap plans to expand the program to Canada, the U.K., and France in subsequent weeks. Fans who subscribe receive subscriber-only Snaps and Stories, priority replies to public Stories, and an ad-free viewing experience for that creator’s Stories, according to Snap’s newsroom. The company described Creator Subscriptions as a tool for creators to experiment, reward their biggest supporters, and build recurring income streams that grow with audience size.
Pricing details for Creator Subscriptions indicate that creators can set their own monthly price within Snap-recommended tiers ranging from approximately $4.00 to $19.99 per month. After account fees, creators are expected to earn around 60% of subscription revenue, according to information shared with CNBC. During the rollout, iOS users in eligible regions will gain access first, while Android support was not initially available and has no specified timeline.
Snapchat+ has evolved from a cosmetic and early-access subscription into a hub that now includes advanced analytics-style views, pinning features, and exclusive AR content, all beneficial to creators and heavy users. Lens+ adds a premium AR layer to the existing paid tier, with weekly refreshed lenses and a roadmap for exclusive lens monetization. Alongside Snapchat+, Lens+, and Creator Subscriptions, Snap offers Snapchat Platinum and Memories Storage Plans, described by the company as additional paid options to further tailor the user and creator experience.
Taken together, Snap’s announcements and product layering from mid-2022 through 2025 demonstrate a steady expansion of paid-tier creator tools and features. This progression shifts Snapchat from an advertising-only model toward a diversified, subscription-driven creator economy, according to company statements and industry analysis.
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