Snap Inc. announced that its subscription service Snapchat+ has reached 11 million subscribers.

Launched in 2022 with six features, it now provides over 40 exclusive experiences to its users.

“We’re excited to continue to grow and evolve this service that Snapchatters love with features that help them be their most authentic selves and deepen their connections with friends, family, and the world around them,” Snap stated in a news release. 

Within weeks of its launch, it reached 1 million members. The service offers subscribers early access to new features, including Snapchat for Web and My AI, which have since been rolled out to all users globally.

Snap views Snapchat+ as a way to deepen user engagement and provide additional revenue streams.

According to Social Media Today, Snapchat+’s subscriber base represents a higher percentage of the platform’s users than similar offerings from competitors Meta and X. 

Credit: Social Media Today

While longer-standing subscription services like LinkedIn Premium and YouTube Premium boast larger user bases, they have been in the market for longer and offer different value propositions.

Snapchat+’s success is attributed to its focus on enhancing user experience rather than selling verification or status symbols. Features such as Chat Wallpapers, Custom App Icons, and AI Bitmoji Pets align with users’ desire for personalization and improved functionality.

This focus on user experience aligns with Snapchat’s broader brand campaign, “Less Social Media. More Snapchat.” 

The company emphasized its role in fostering real relationships and connecting users with close friends and family. 

Additionally, Snapchat continues to prioritize user safety, recently introducing new features to protect teens from online threats, including expanded in-app warnings and enhanced friending protections.