Snapchat wants AR to be the next big thing, so it’s launching a subscription services for its Lenses

Snapchat‘s first paywalled subscription service was a hit, and the social media app is now going back for round two. The new Lens+ tier will expand options for the creators of Snap’s augmented reality (AR) effects, while also setting the table for the arrival of the company’s Specs wearables.

Subscribers who pay $8.99 per month to access Lens+ will get access to “Lenses built by Snapchat and select creators,” according to an introductory blog post. Snapchat plans to expand the Lens Plus program over the next few months by letting some creators “build and monetize exclusive Lenses.”

Lens+ is being launched as a premium add-on for Snapchat+, the app’s pre-existing subscription tier. Snapchat+ debuted in 2022 and quickly reeled in a strong customer base. Powered by its appealing price point ($3.99 per month) and its feature-rich design, Snapchat+ reached 12 million subscribers within two years.

Snapchat is now looking to use its successful subscription tier to boost its AR operation. “In addition to all of the value from our Snapchat+ subscription, Lens+ provides access to hundreds of Lenses and AR experiences that let you play, create, and share Snaps with friends in whole new ways,” reads the introductory post.

Though Snap has a rocky past when it comes to AR, the company is bullish about the potential of the Specs line, which is set to launch next year. If Snap’s next AR push is going to fare better than some of its previous attempts, it will need a dedicated community of Lens creators. That’s why it has started paying the creators of top-performing effects.

Lens+ will open up additional monetization opportunities while also expanding the size of the app’s AR community — at least in theory. Subscriptions and wearables have catalyzed stock market upticks for Snapchat in the past, and it now has the chance to make more progress on both of those fronts.