Snapchat+ tops 25M subscribers, driving company’s direct revenue ARR to $1B

Snap’s direct revenue business has reached an annualised revenue run rate of $1 billion, the company announced on Wednesday. Annualised revenue is a business’s current revenue pace projected over a full year. The social media company said the milestone is being driven by its Snapchat+ subscription service, which has now surpassed 25 million subscribers.

Launched in 2022, Snapchat+ offers access to exclusive and pre-release features for $3.99 per month. After the subscription gained traction, Snap rolled out additional paid tiers beyond the core Snapchat+ plan over the past year as it worked to diversify its revenue streams further.

“Snapchat+ has become one of the fastest-growing consumer subscription services globally, with subscriber growth every quarter,” the company wrote in a blog post. “What started as an early-access program for our most engaged Snapchatters has quickly scaled into a meaningful business—one that now represents a strong and growing revenue stream alongside our ads business.”

Last June, Snapchat introduced Lens+, a tier priced at $8.99 per month that includes exclusive Lenses and AR experiences in addition to the benefits offered with the standard Snapchat+ plan.

In early 2025, Snap launched an ad-free subscription tier, Snapchat+, called Platinum for $15.99 per month. Then, in a move that drew controversy in September, Snapchat said it would cap free storage for its Memories feature and launched a paid storage option priced at $1.99 per month. Snapchat+ subscribers receive up to 250GB of storage as part of their monthly plan, while Snapchat Platinum users get 5TB.

Beyond Snapchat+, the company announced yesterday that it is launching creator subscriptions in alpha with select people in the U.S. Users will be able to purchase subscriptions to creators, including Jeremiah Brown, Harry Jowsey, and Skai Jackson. Creators can set their own monthly subscription prices, and subscribers will get access to subscriber-only content, priority replies to a creator’s public Stories, and an ad-free experience for that creator’s Stories.

Looking ahead, Snap said it plans to continue growing Snapchat+ with an emphasis on customisation and community-driven features.

Snap has shown there’s demand for social media subscriptions, and rival Meta appears to be following suit. The company said last month that it would test new subscription options that provide access to exclusive features across Instagram, Facebook, and WhatsApp.