Snapchat has announced the launch of Lens+, a new subscription tier priced at $8.99 per month, which provides users with access to exclusive Lenses and augmented reality experiences. The offering builds upon the company’s standard Snapchat+ subscription, which currently boasts over 15 million paid subscribers.

“In addition to all of the value from our Snapchat+ subscription, Lens+ provides access to hundreds of Lenses and AR experiences that let you play, create, and share Snaps with friends in whole new ways,” Snapchat stated in its announcement.

The company plans to enable select Lens creators to build and monetize exclusive Lenses in the coming months, opening new revenue streams for developers on the platform. Snapchat confirmed that previously free Lenses will remain accessible to all users.

Tiered Subscription Strategy

Lens+ represents the middle tier in Snapchat’s subscription strategy, positioned between the standard Snapchat+ ($3.99 per month) and Snapchat Platinum ($14.99 per month). The Platinum tier, launched in February 2025, removes most advertisements while providing all benefits from both lower-tier subscriptions.

Snap reported Q1 2025 revenue of $1.36 billion, a 14% year-over-year increase, with subscription services driving significant growth. The company generated $152 million in “other revenue,” primarily from its subscription offerings—a 75% increase from the previous year.

Users can access the new Lens+ subscription by navigating to their profile and tapping the Snapchat+ option.