Snapchat launches Lens+ subscription tier for premium AR experiences

Snapchat announced the launch of Lens+, a premium subscription tier that builds upon the existing Snapchat+ service, on June 11, 2025. The new offering provides access to hundreds of exclusive augmented reality lenses and experiences, marking a significant expansion of the platform's monetization strategy.

According to the company's announcement, more than 15 million users currently subscribe to Snapchat+, the platform's existing premium service that offers early access to experimental features. Lens+ represents an additional layer to this subscription model, providing subscribers with exclusive AR content alongside standard Snapchat+ benefits.

The service launches with lenses created by Snapchat's internal team and select partner creators. Initial offerings include exclusive AI video lenses and a new Bitmoji Game Lens, with the company committing to weekly additions of new AR experiences. According to the announcement, "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."

Summary

Who: Snapchat and its 15 million Snapchat+ subscribers, with select creators developing exclusive content

What: Launch of Lens+, a premium subscription tier offering exclusive AR lenses, AI video effects, and Bitmoji Game Lens experiences

When: Announced June 11, 2025, with weekly content additions planned and creator monetization expansion in coming months

Where: Available through Snapchat's mobile application via profile settings, targeting the platform's global user base

Why: Revenue diversification beyond advertising, creator monetization opportunities, and competitive positioning in premium social media subscriptions

Snapchat plans to expand creator participation in the coming months. The company stated that it will "enable select Lens creators to build and monetize exclusive Lenses too," suggesting a revenue-sharing model for premium AR content creators. This development aligns with broader industry trends toward creator monetization and exclusive content models.

The technical infrastructure supporting Lens+ builds upon existing AR development tools. According to industry coverage, Snapchat introduced simplified content creation tools for augmented reality filters on June 4, 2025, expanding access beyond traditional desktop platforms. The Lens Studio iOS app and web tool enable users to "generate your own AI effects, add your dancing Bitmoji to the fun, and express yourself with Lenses that reflect your mood or an inside joke–whether you're on the go or near your computer."

The subscription model represents a departure from Snapchat's traditional advertising-focused revenue strategy. While the platform continues to generate substantial income through sponsored content and AR advertising, Lens+ creates a direct payment relationship with users for premium experiences. This approach mirrors subscription trends across social media platforms seeking diversified revenue streams.

AI integration features prominently in the new service. The exclusive AI video lenses leverage Snapchat's generative AI capabilities, which have been under development for approximately two years. According to industry analysis, Snapchat's AI Lenses generate personalized images that integrate users into brand-related scenarios, representing a significant advancement in AR advertising technology.

The Bitmoji Game Lens introduces interactive gaming elements to the AR experience. This development expands Snapchat's entertainment offerings beyond traditional photo and video sharing. Gaming integration within AR environments has shown strong user engagement metrics across the platform, with recent data indicating more than a 50% year-over-year increase in ML and AI Lenses viewed by users.

Creator monetization represents a crucial component of the Lens+ strategy. The platform's creator ecosystem has demonstrated significant growth, particularly in international markets. According to research findings, India leads global AR lens creation on Snapchat, with the developer community expanding by more than 50% between January 2023 and January 2025. Monthly AR lens engagement reached 80 billion interactions between April and December 2024 in India alone.

The subscription pricing and specific feature details were not disclosed in the initial announcement. Users can access Lens+ through their profile settings by tapping the Bitmoji icon and selecting Snapchat+. This integration suggests the service operates as an upgrade to existing Snapchat+ subscriptions rather than a standalone offering.

Technical implementation of premium AR experiences requires substantial processing capabilities. The company's investment in AI and machine learning infrastructure supports real-time rendering of complex visual effects and personalized content generation. This technical foundation enables the platform to deliver high-quality AR experiences that differentiate premium content from standard offerings.

Market competition in premium social media subscriptions has intensified across platforms. Twitter's subscription service, Meta's verification programs, and LinkedIn Premium represent similar monetization approaches. Snapchat's focus on AR experiences provides a unique value proposition within this competitive landscape.

The weekly content addition schedule suggests ongoing operational requirements for Lens+ maintenance. Creating and testing new AR experiences requires coordination between internal development teams and external creator partners. This production cadence indicates significant resource allocation to sustain the service's value proposition.

Creator program expansion details remain limited. The announcement mentions "select Lens creators" will gain access to exclusive content development and monetization opportunities. This selective approach suggests quality control measures and potential application processes for creator participation.

Subscription services have become increasingly important for social media platforms seeking predictable revenue streams. Snapchat+'s growth to 15 million subscribers demonstrates user willingness to pay for premium features. Lens+ leverages this established subscriber base while introducing new premium content categories.

The integration of AI video capabilities represents a significant technical advancement. These features likely require substantial computational resources and specialized AI models trained on video content. The exclusive nature of these capabilities suggests they may serve as a testing ground for broader AI feature deployment.

Gaming elements within AR lenses create new interaction possibilities. The Bitmoji Game Lens combines Snapchat's avatar system with interactive gameplay, potentially appealing to users seeking entertainment beyond traditional social sharing. This gaming integration aligns with broader industry trends toward interactive social experiences.

Timeline

• June 4, 2025: Snapchat introduces simplified AR creation tools for mobile and web platforms
• June 11, 2025: Snapchat announces Lens+ premium subscription tier
• February 12, 2025: India's AR developer community grows 50%, leads global lens creation
• January 25, 2025: New AR creator challenge launches with $10,000 prize pool
• April 18, 2025: Snap unveils AI Lenses for advertisers promising increased engagement
• October 19, 2024: Snap unveils first developer-created lenses for new Spectacles AR glasses
• June 12, 2024: Skype introduces Fun AR Lenses powered by Snap
• April 28, 2024: Snap reports Q1 2024 results showing growing user base and revenue diversification