Snap announced Wednesday that more than 30 million users now pay for one of its subscription plans, a milestone the company reached during its third-quarter 2026 earnings, even as it missed advertising revenue and user growth estimates and saw its shares fall 12%, Engadget reported. The subscriber total spans Snapchat+, Lens+, Platinum, and paid Memories storage plans, with the company’s non-advertising “other” revenue growing 84% compared with last year. The company did not provide a breakdown of subscribers across the individual plans.
Lens+, the $8.99-per-month tier that unlocks exclusive AI and AR creative tools, has grown nearly 600% since January 2026, according to Snap’s newsroom. CEO Evan Spiegel said during the earnings call that AI-powered features helped Lens+ exceed expectations, demonstrating how new creative experiences can drive demand for paid products. Spiegel also said, “Paid subscribers still represent a small share of our monthly community, giving us room to grow through broader adoption and new premium experiences.”
AI Features Offset Advertising Shortfalls
While subscriptions are thriving, Snap’s advertising business lagged. The company reported 495 million daily active users for the quarter, up only 2 million from the previous quarter and short of analysts’ expectations of 499 million, TechCrunch reported. Advertising revenue grew “below our ambitions,” Spiegel said, and shares dropped 12% following the earnings release. For context, X revealed earlier this year that it had about 6.3 million paid subscribers across X Premium and Grok, putting Snap’s paid base roughly five times larger.
From Snapchat+ to Four Tiers: The Subscription Timeline
Snap launched Snapchat+ in 2022 at $3.99 per month, offering bonus features like the ability to see which friends re-watched a user’s Story. The company crossed 25 million paid subscribers in February 2026, TechCrunch reported, then added three more tiers throughout the year: Lens+ at $8.99 per month for AI and AR tools, Platinum at $15.99 per month for an ad-free experience with up to 5TB of cloud storage, and Memories storage plans starting at $1.99 per month for expanded photo backup. The 30 million milestone announced Wednesday represents a 5 million increase since February. Snapchat+ remains the largest driver of subscriber growth through its monthly, annual, and family plans. A year earlier, Snap announced a controversial limit on free Memories storage.
Snap Shifts to Monthly Metrics in 2027 Amid Legal Scrutiny
Beginning in 2027, Snap will report monthly active users instead of daily users, the company said. Snapchat currently has 977 million monthly users. The company also warned that ongoing legal challenges and increased regulatory scrutiny over youth-related issues could affect its prospects, noting it faces numerous lawsuits over alleged safety issues while state attorneys general push for additional safety features. This pressure follows Meta’s high-profile settlement.
What Readers Ask About Snap’s Paid Plans
Snapchat+ starts at $3.99 per month, Lens+ costs $8.99 per month, Platinum is $15.99 per month, and additional Memories storage begins at $1.99 per month, according to TechCrunch and Snap’s newsroom.
Lens+ has grown nearly 600% since January 2026, fueled by features like AI Photoshoot, which helps users perfect photos, Snap’s newsroom reported.
The company will focus on monthly active users rather than daily users beginning in 2027, Engadget reported.
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