Snapchat subscriptions hit $1 billion as users pay for ad-free perks

Still think social media is “free”? Not anymore. Snap’s paid business has now hit a $1 billion annualized revenue run rate, powered largely by Snapchat+ and its growing base of more than 25 million subscribers.

That number means Snap’s current subscription revenue, if sustained for a full year, would total $1 billion. For a platform that built its empire on ads, that is a major shift.

Launched in 2022, Snapchat+ costs $3.99 per month and offers exclusive and early-access features. Since then, Snap has layered in higher-priced tiers to squeeze more value from power users.

In June, Snap rolled out Lens+ for $8.99 per month, adding exclusive Lenses and AR experiences on top of standard Snapchat+ perks. In early 2025, it introduced Snapchat+ Platinum at $15.99 per month, offering an ad-free experience. Then in September, Snap capped free storage for Memories and launched a $1.99 per month paid storage plan. Snapchat+ subscribers get up to 250GB of storage, while Platinum users receive 5TB.

The message is clear: customization, exclusivity, and fewer ads now come at a price.

Snap is also expanding into creator subscriptions in the U.S., starting in alpha with Jeremiah Brown, Harry Jowsey, and Skai Jackson. Fans will be able to pay monthly fees set by creators in exchange for subscriber-only content, priority replies, and ad-free access to those creators’ Stories.

Snap says it will continue growing Snapchat+ by focusing on personalization and community features. And it is not alone. Meta has confirmed it is testing subscription features across Instagram, Facebook, and WhatsApp.

For users, the shift is simple. If you want the best version of your favorite apps, you are increasingly expected to pay for it.