Snapchat has unveiled its latest subscription offering, Lens Plus, promising access to “hundreds” of exclusive lenses and augmented reality (AR) experiences for $8.99 per month. This new tier builds upon the existing Snapchat Plus subscription ($3.99/month), adding a significant library of unique lenses created by both Snapchat and select creators. Initial offerings include an AI-powered video lens and a Bitmoji game lens, hinting at the diverse range of content available.
The subscription includes all the perks of Snapchat Plus, such as early access to features and the ability to customize chats with wallpapers and Bitmoji backgrounds. Snapchat plans to regularly update Lens Plus with new AR experiences each week, ensuring subscribers constantly have fresh content to explore. Furthermore, the company intends to share revenue with creators who develop exclusive lenses for the platform, incentivizing the creation of even more unique and engaging content.
This move by Snapchat comes as the company prepares to release its AR glasses, Specs, to the public in 2026. Snap CEO, Steven Spiegel, believes the vast library of lenses, currently being developed by 400,000 creators, will be a key differentiator for Specs in the burgeoning AR glasses market. The Lens Plus subscription could serve as a significant driver of user engagement and content creation, bolstering Snapchat’s position in the AR landscape.
The question remains: will the value proposition of hundreds of lenses justify the $8.99 monthly cost? Only time will tell if users find the offering compelling enough to subscribe, but it certainly represents a bold step by Snapchat in leveraging its considerable lens library and creator community to drive subscription revenue.
