Snapchat officially launches its new “Snapchat+” subscription program

Snapchat has officially launched its new Snapchat+ subscription servicewhich will allow users to pay a monthly fee in order to access exclusive in-app features including custom app icons, new profile badges, data insights, display tools, and more .

As explained by Instantaneous:

Today we’re launching Snapchat+, a collection of exclusive, experimental, and pre-release features available in Snapchat for $3.99/month. This subscription will allow us to bring new Snapchat features to some of the most passionate members of our community and allow us to provide priority support.

And also, making more money, which is a major concern for Snap, which has been hit hard by recent economic shifts, especially in Europe, resulting in reduced in-app ad spend.

As we reported recently, based on initial Snapchat+ deal leaks, the new subscription program will be to understand:

  • Access to exclusive Snapchat icons
  • A new profile badge to show you’re a Snapchat+ user
  • New data insights, including the ability to see your friends’ location history (within the last 24 hours) and information about who has reviewed your history
  • The ability to pin a user in-app as “your #1 best friend”
Introducing Snapchat+

None of these are hugely compelling – they aren’t “game-changing” type features that will see mass adoption. But they can appeal to a subset of the most passionate Snap users, and if Snap only signs, say, 1% of its active user base, that would still equate to $13.2 million in monthly revenue. additional ($159 million per year) for the app.

Although even that, based on adopting similar options in other apps, might be overkill.

The program is very similar to Twitter’s “Twitter Blue” add-on, which allows Twitter users to pay $2.99 ​​per month to access similar tools.

But adoption of Twitter Blue, so far, has been slow. In its most recent performance update, Twitter reported that its revenue from subscriptions and other non-advertising sources was $94 million in Q4 21, which is actually down 31% for this item, year over year. other. This suggests Blue Twitter isn’t really gaining traction at all, while Twitter CEO Parag Agrawal also said that Twitter has not reached the “intermediate stages that allow confidence” with its new revenue and growth projects, such as Twitter Blue.

Will Snapchat+ be better off?

That’s obviously impossible to predict – and there’s something to be said for the connection Snapchat users feel with the app, which they use as a key connector with their closest friends.

This improved alignment could lead to more paying users – and again, Snap only needs a small percentage of people to make it a significantly profitable option.

And Snap has repeatedly shown that it understands its audience better than other apps.

It will take time, but it could be a valuable addition for Snap and its users.

Snapchat+ will initially be be made available to users in the United States, Canada, United Kingdom, France, Germany, Australia, New Zealand, Saudi Arabia and the United Arab Emirates. Snapchat says it will look to expand access further over time.

Ryan H. Bowman