Snapchat Launches Lens+ Subscription With Exclusive AR Lenses
Don't worry, your favourite lens right now isn't getting thrown behind a paywall.
Snapchat has been leaning heavily into beefing up its lenses and filters lately. Just a couple of months ago, it rolled out AI-powered video Lenses, hinting at how far it’s willing to take augmented reality. But now, it seems Snapchat has decided its 'innovations' are getting too good to be handed out for free.
The company has introduced Lens+, an $8.99/month plan that builds on its existing Snapchat+ offering by giving users access to a growing library of exclusive Lenses and AR experiences.
While the app has offered filters and effects for years, Lens+ is meant to provide more advanced, regularly updated AR content, including AI-powered video Lenses and interactive tools like a new Bitmoji Game Lens. For now, the content is being created by Snap and a small group of selected creators. New AR experiences will be added weekly, and the company says creators will eventually be able to monetise their Lenses through the platform.
Oluwaseun Bamisile
One detail that may ease concerns for regular users: Snapchat confirmed that none of the Lenses that were previously available for free will be moved behind a paywall. This new tier is additive, rather than replacing existing features.
The update reflects how Snapchat continues to explore new revenue streams. Its original Snapchat+ subscription launched in 2022 and is priced at $3.99/month and has amassed more than 15 million subscribers. According to Snap, paid subscriptions have become a key part of its revenue strategy, alongside its advertising business. The company even launched a $14.99/month Platinum tier, which includes everything from both Lens+ and Snapchat+ while also removing ads.
Acquah Nana Yeboah
Lens+ also highlights a shift in how AR is positioned on the platform. Previously, filters and Lenses were often fun, surface-level additions to snaps—like face-altering effects or location-based frames. This new tier suggests a more curated and potentially immersive use of AR, though it remains to be seen how many users will be willing to pay for it.
Snapchat reportedly has over 400 million daily active users, and past research suggests that around 75% of them interact with AR tools daily. With rivals like Instagram and TikTok also investing in AR features, Snap’s move appears to be both a response to growing competition and an effort to deepen engagement with its existing base, especially those already familiar with its AR tools.
Whether users see enough value in Lens+ to justify the price is something only time (and subscription numbers) will tell.
