Snapchat has unveiled a new subscription service called Lens+, aimed at enhancing user engagement and generating revenue. This subscription provides access to a vast array of exclusive Lenses and augmented reality (AR) experiences. By requiring a subscription for these advanced features, Snapchat is strategically positioning itself to increase its profitability. The Lens+ subscription offers users the chance to explore hundreds of unique AR lenses, allowing them to create and share Snaps in innovative ways.

In a recent blog announcement, Snapchat revealed that over 15 million users have already subscribed to its existing Snapchat+ tier, which offers early access to various functionalities. The introduction of Lens+ gives subscribers the added benefit of exclusive AI video lenses and new game features, with plans to roll out fresh AR experiences weekly. Importantly, Snapchat clarified that it will not charge for previously free lenses available in its app. The monthly cost for the Lens+ subscription is set at $8.99, which includes all benefits from the standard Snapchat+ subscription priced at $3.99.

Additionally, Snapchat offers a more premium $14.99 per month Platinum subscription that includes all Lens+ features but is completely ad-free. Earlier this year, the Platinum tier also introduced new AI-generated video lenses. Furthermore, Snapchat announced plans to allow certain Lens creators to monetize their exclusive Lenses, providing them with a new revenue opportunity on the platform. However, the details regarding the revenue sharing model for these creators are yet to be disclosed.

By diversifying its offerings and encouraging user engagement, Snapchat is positioning itself to thrive in the competitive social networking landscape.