Snap announced its direct revenue business reached a $1 billion annualized run rate, driven by its Snapchat+ service. The company stated on Wednesday that Snapchat+ has surpassed 25 million subscribers. This milestone reflects the current revenue rate projected over a full year. The social media platform attributes this growth to its paid subscription offerings, which have expanded since the service’s initial launch. The announcement highlights the increasing importance of direct consumer revenue streams for the company.
Launched in 2022, Snapchat+ initially offered exclusive and pre-release features for $3.99 per month. The service targeted the platform’s most engaged users, providing early access to new tools. Following the initial launch, Snap expanded its paid offerings to diversify revenue streams. The company introduced additional tiers over the past year, broadening the scope of its subscription services. This strategy moved beyond the core subscription to capture different segments of the user base.
In a blog post, Snap described Snapchat+ as one of the fastest-growing consumer subscription services globally. The company noted that subscriber numbers have increased every quarter since the service began. “What started as an early-access program for our most engaged Snapchatters has quickly scaled into a meaningful business,” the post stated. Snap indicated that this revenue stream now stands alongside its advertising business as a significant contributor to the company’s finances.
Last June, the company launched Lens+ at a price point of $8.99 per month. This tier provides users with access to exclusive Lenses and Augmented Reality experiences. Subscribers to Lens+ also receive the perks included in the standard Snapchat+ tier. The introduction of Lens+ represented a higher-priced option focused specifically on AR content. This move catered to users interested in advanced visual tools.
In early 2025, Snap introduced Snapchat+ Platinum, an ad-free subscription tier priced at $15.99 per month. The company also addressed its Memories feature in September. During that month, Snapchat announced a cap on free storage for Memories and introduced a paid storage plan costing $1.99 per month. Snapchat+ subscribers receive up to 250GB of storage as part of their monthly fee. Snapchat Platinum users are allocated 5TB of storage.
Separate from the core Snapchat+ tiers, Snap launched creator subscriptions in alpha within the United States. This feature allows users to subscribe to individual creators for subscriber-only content. Subscribers gain priority replies to a creator’s public Stories and an ad-free experience for that creator’s Stories. Creators can set their own monthly prices. The alpha includes select participants such as Jeremiah Brown, Harry Jowsey, and Skai Jackson.
Snap indicated plans to continue expanding Snapchat+ with a focus on customization and community features. The company’s success in the subscription market has attracted attention from competitors. Rival Meta announced it is testing similar subscription features across Instagram, Facebook, and WhatsApp. Meta intends to provide exclusive features through these new subscriptions, following the trend established by Snap.
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