Platform
Double The Price, Zero Ads: Snapchat Quietly Rolls Out Platinum Subscription
Snapchat has officially expanded its premium ad-free subscription, now rebranded as Snapchat Platinum. Originally launched in 2023, this exclusive tier allows users to remove most ads for approximately double the price of the standard Snapchat+ subscription.
“The Platinum Monthly Plan for Snapchat+ lets you enjoy Snapchat+ with no Sponsored Snaps, and no Story or Lens ads,” Snapchat said on its Support page. The company noted that while most advertising will be removed, users “may still see sponsored places and My AI responses.”
To access the new tier, users can navigate to their Profile, tap the Snapchat+ banner card, and select the Platinum Monthly Plan. To upgrade, subscribers must modify their existing subscriptions through their respective app stores.
Market Context
According to Social Media Today, the pricing strategy positions Snapchat to potentially generate higher revenue per user than its current advertising model yields in most regions.
With an established base of 12 million Snapchat+ subscribers, this premium offering provides an additional revenue stream while following a path similar to Meta’s European initiatives.
Meta’s parallel offering, launched in 2023 to comply with EU regulations on targeted advertising opt-outs, currently faces legal scrutiny. European Union advisory groups argue that Meta’s subscription model undermines GDPR protections against data capitalism, resulting in potential fines and mandatory revisions.
While Snapchat’s premium pricing structure appears designed to compensate for potential advertising revenue losses, given that the $10 per month is higher than the average revenue per user that Snap generates in most regions, Social Media Today notes widespread adoption could affect marketers’ advertising reach and value proposition.
Image taken from Social Media Today