Snap Inc. has launched Lens+, a new premium subscription tier that gives Snapchat users access to hundreds of exclusive AR and AI-powered lenses. Priced at $8.99 per month, Lens+ sits above the original Snapchat+ ($3.99/month) and below the recently introduced Platinum tier ($14.99/month), reinforcing Snap’s commitment to tiered monetization as it shifts deeper into the subscription economy.

The new offering includes a rotating set of AR lenses, updated weekly, and an early look at generative AI and Bitmoji Lenses, which are not available to non-subscribers. Snap is positioning Lens+ as a creative upgrade for power users and creators, while keeping core app functionality and advertising-supported content free for general users.

Snap has also announced that creators will soon be able to monetize exclusive lenses through a revenue-sharing model, though details are still limited. This could allow lens creators to build their own subscription-style monetization within the Snap ecosystem, tapping into user demand for personalized and interactive content.

The launch comes at a time when Snap is preparing to introduce its next-generation AR glasses, known internally as “Specs,” which are slated for release in 2026. With Lens+ and its growing base of over 15 million paying Snapchat+ subscribers, Snap is clearly laying the groundwork for a vertically integrated AR content and hardware strategy.

Snapchat has been gradually layering paid features onto its platform since introducing Snapchat+ in 2022. The Lens+ offering marks one of its most aggressive plays yet to monetize its popular camera and AR features, which remain central to the app’s identity among younger demographics.

The company says Lens+ is currently available in the United States, Canada, the United Kingdom, and Australia, with more countries to follow.

INSIDER TAKE

Snap’s launch of Lens+ is more than just a feature add-on. It’s a strategic use of tiered subscriptions to generate incremental revenue from users most willing to pay for novelty and creative expression. With Snapchat+ recently crossing 15 million subscribers, the company has validated its ability to drive recurring revenue at scale, a critical foundation for launching mid- and high-tier upgrades.

By bundling AI and AR tools into a separate tier, Snap is isolating high-margin features while preparing for longer-term platform expansion, particularly in wearable hardware. The future monetization of lenses by creators also points to a growing trend: subscriptions not just to platforms, but within platforms. This move brings Snap closer to a marketplace model, with paid content and creator-first monetization driving future growth.

If executed well, Lens+ could serve as a blueprint for other mobile-first platforms exploring subscription-based feature gating, particularly those investing in immersive content, AI, or creator ecosystems.