TL;DR
- Snapchat has launched a new subscription tier, Lens+, priced at $8.99/month.
- The tier offers exclusive AR Lenses, including AI video effects and Bitmoji Game Lenses.
- It builds upon Snapchat’s existing Snapchat+ tier ($3.99/month), which now has over 14 million paid users.
- Creators will soon be able to monetize exclusive Lenses, opening new revenue streams.
- Snap aims to increase revenue through subscriptions and ad innovations after reporting $1.36B in Q1 2025 revenue.
A New AR Frontier: Snapchat Rolls Out Lens+
Snapchat is expanding its premium offerings with a brand-new subscription tier called Lens+, priced at $8.99 per month. Announced on Wednesday, this tier builds upon the success of the company’s Snapchat+ service by focusing heavily on augmented reality (AR)—a cornerstone of the app’s identity.
Unlike the base $3.99/month Snapchat+ tier, Lens+ unlocks hundreds of premium Lenses that allow users to play, create, and share next-level Snaps. According to Snapchat’s official announcement, the new Lenses include AI-powered video effects, exclusive Bitmoji Game Lenses, and weekly AR content updates from both Snap and select creators.
Building on the Snapchat+ Ecosystem
Originally launched in 2022, Snapchat+ was developed to diversify Snap’s revenue model beyond advertising. The strategy has gained traction, with over 14 million paid subscribers globally. Now, Lens+ adds another layer by placing premium AR experiences behind a paywall.
The $8.99/month Lens+ tier includes:
- All perks from the standard Snapchat+ tier
- Exclusive AR Lenses built by Snap and verified creators
- Access to new Lenses released weekly
- Enhanced ability to create and share premium Snaps
Snapchat has also confirmed that existing free Lenses will not be restricted or removed—Lens+ is solely about new, exclusive content.
The Data
| Metric | Source |
| Snapchat+ Subscribers: 14M+ | Snap Newsroom |
| Lens+ Monthly Price: $8.99 | TechCrunch |
| Platinum Snapchat+ Tier Price: $14.99/month | Snapchat Support |
| Q1 2025 Revenue: $1.36B | Snap Investor Relations |
| YoY Revenue Growth: 14% | Snap Q1 2025 Earnings Report |
Creator Monetization: A New Chapter
In a significant move, Snapchat is preparing to enable Lens creators to monetize their exclusive AR experiences. Although Snap has not yet revealed the revenue split structure, this development signals a strategic alignment with creator-economy platforms like YouTube, Instagram, and TikTok, which already offer monetization options.
By allowing select creators to develop paywalled Lenses, Snapchat is opening up new income streams and attracting professional AR developers to its ecosystem. This could further enhance the app’s content diversity and user engagement.
Strategic Push for Recurring Revenue
The launch of Lens+ comes amid Snapchat’s push to deepen its subscription-based revenue. In its Q1 2025 earnings report, Snap disclosed $1.36 billion in revenue, up 14% from the previous year. The company attributed the growth to both its Snapchat+ tier and advertising improvements.
The expanded subscription model, which now includes three tiers:
- Snapchat+ ($3.99/month) – Basic enhancements like priority replies and custom icons
- Lens+ ($8.99/month) – Advanced AR and exclusive Lens access
- Platinum Snapchat+ ($14.99/month) – Ad-free experience + all other tier perks
…demonstrates Snap’s ambition to offer tiered value propositions for different user segments.
AR Differentiation in a Crowded Social Market
Snapchat has long positioned itself as an AR-first platform, with innovations like real-time filters, world Lenses, and Bitmoji integrations. While competitors like Instagram and TikTok have ramped up their AR features, Snapchat remains one of the few platforms making AR monetization a central offering.
By paywalling advanced AR experiences through Lens+, Snap is testing user willingness to pay for immersive tools. If successful, this could pave the way for even more differentiated offerings and user personalization.
Challenges and Skepticism
Despite the innovation, Snap faces potential resistance from casual users, many of whom are accustomed to free access. Additionally, without clarity on how many of the new Lenses will justify the $8.99/month price tag, some may see the offering as niche or redundant.
The platform must strike a balance between value creation and accessibility—especially in a competitive market where free features dominate user expectations.
Long-Term Implications
Lens+ isn’t just about AR features; it’s about evolving Snapchat’s core business model. With digital ad spending facing macroeconomic pressures, recurring revenue from subscriptions offers predictability and user loyalty. Snapchat is also signaling to investors that it’s not merely a social app—it’s becoming a creative AR marketplace.
If successful, this could push rivals to follow suit, potentially leading to a new monetization trend across the social AR space.
Final Thoughts
Snapchat’s Lens+ subscription represents more than a product upgrade—it reflects the platform’s next strategic phase. By merging creator monetization with premium AR access, Snap is banking on the rising value of immersive content and the creator economy.
While questions around adoption and pricing remain, the move places Snapchat firmly at the intersection of AR innovation and subscription scalability—a space many platforms are only beginning to explore.
