Snapchat is doubling down on its AR innovation. With over 15 million paid subscribers, the social media giant is expanding its subscription strategy by launching a new premium tier, Lens+, aimed at offering exclusive AR Lenses and experiences to paying users.
📦 What Is Snapchat Lens+?
Lens+ is a new $8.99/month subscription tier added on top of Snapchat’s existing Snapchat+ program, which costs $3.99/month. With Lens+, users unlock:
- Hundreds of exclusive AR Lenses
- AI-powered video Lenses
- A new Bitmoji Game Lens
- Access to all 30+ features from Snapchat+
- Weekly updates of new AR experiences
The new Lenses have been crafted by both Snapchat’s in-house team and a group of select creators, blending innovation with creativity.
💰 Creator Monetization Comes to Lenses
One of the most significant changes is Snapchat’s plan to let creators monetize exclusive Lenses. While Snapchat hasn’t revealed the revenue split yet, this update opens new doors for over 400,000 Lens creators globally.
This is part of a broader shift toward creator empowerment, offering them an opportunity to earn directly from their AR creations.
“In the coming months, select Lens creators will be able to monetize exclusive Lenses.” — Snapchat
📈 Snapchat’s Subscription Growth in Numbers
Snapchat’s paid user base doubled in 2024, jumping from 7 million to 14 million subscribers — now reaching 15 million in 2025.
- 💵 Snapchat+ generated $500 million in annual revenue (2024).
- 🚀 Q1 2025 revenue grew by 14% YoY, hitting $1.36 billion.
- 📊 Subscriptions and advertising were key drivers of this growth.
🧑🍳 Partnership with McDonald’s: A Strategic Move
To further expand its user base, Snapchat partnered with McDonald’s, offering Snapchat+ as a reward to customers of the MyMcDonald’s Rewards program.
Users can redeem free Snapchat+ subscriptions using loyalty points — potentially exposing the premium features to 175 million McDonald’s app users.
💡 Why Lens+ Matters
With AR experiences becoming a key differentiator in the social media space, Lens+ is Snapchat’s way of:
- Monetizing its most innovative features
- Testing how many users are willing to pay for advanced AR tools
- Helping creators turn creativity into profit
- Competing with subscription models of platforms like Facebook and X
Additionally, Snapchat is also offering a $14.99/month Platinum Snapchat+ tier, bundling all benefits from Snapchat+ and Lens+ — and removing ads.
🧠 Final Thoughts: Is Snapchat Changing the AR Game?
Snapchat is no longer just a messaging app with filters — it’s becoming an AR powerhouse. The launch of Lens+ shows a serious push toward premium content, creator support, and sustainable revenue growth.
As new Lenses roll out weekly and creators begin to monetize their work, expect Snapchat to become a major destination for interactive, paid AR experiences.