Snapchat Introduces $8.99 “Lens+” Tier, Focuses on Creator Revenue

Snapchat has launched a new premium subscription tier called Lens+, expanding its Snapchat+ offering with an emphasis on augmented reality experiences. Priced at $8.99 per month, the new plan builds on the existing $3.99 Snapchat+ subscription by offering access to a wider range of exclusive AR Lenses and interactive tools. According to Snap, Lens+ subscribers will be able to use hundreds of Lenses, including AI-powered video filters and a new Bitmoji-based game experience.

The company also plans to add new AR features weekly. Importantly, Snap confirmed that it won’t restrict any previously free Lenses behind this new paywall. Snap will also begin allowing select creators to monetize exclusive Lenses through the platform in the coming months. While specific details about the revenue split remain undisclosed, the move signals a potential new income stream for AR creators and a broader push by Snap to deepen its creator ecosystem.

This tier is most likely focused on creators, giving them the entire suite of tools to create content while also allowing them to monetize their work. Snapchat+ – launched in 2022 – has already attracted over 14 million paid subscribers, and Snap credits the service as a major contributor to its growing revenue. The company reported $1.36 billion in Q1 2025 revenue, a 14% increase year-over-year, driven in part by subscriptions and ad improvements. Lens+ will presumably boost this further if it sees mass adoption by creators.

The introduction of Lens+ comes as Snap explores new monetization avenues beyond advertising, with the revenue spit being an obvious example of this. Given the platform’s recent focus on eCommerce and the use of AR and AI to drive purchases, the platform is clearly exploring multiple new revenue streams that would take advantage of the creator tools it already provides.