Snapchat has launched a new subscription tier called Lens Plus, priced at $8.99 per month, which offers users access to a wider array of lenses and augmented-reality experiences.

This subscription will feature advanced AR content, including AI-powered video lenses and interactive elements like a new Bitmoji Game Lens, with fresh updates added weekly.

The platform aims to enhance the depth of AR experiences, moving beyond basic filters to more curated and immersive content.

Select Lens creators will have the opportunity to monetize their exclusive Lenses through the Lens Plus platform, although the revenue split has not yet been disclosed.

This initiative is part of Snapchat's broader strategy to explore new revenue streams alongside its existing advertising business.

With over 400 million daily active users, about 75% of whom engage with AR tools daily, Snapchat is well-positioned to compete with rivals like Instagram and TikTok in the AR space.

Looking ahead, Snap CEO Steven Spiegel announced plans to launch AR glasses, Specs, to the public in 2026, emphasizing the role of lenses in differentiating Specs from competitors.

The success of Lens Plus will hinge on whether users find enough value in the subscription, as the number of subscribers will determine its long-term viability.

Snapchat will regularly introduce new AR experiences to keep the subscription content engaging and fresh.

Additionally, Snapchat Plus subscribers currently enjoy early access to exclusive features, such as customizable wallpapers for chats and Bitmoji backgrounds.