Snapchat introduced its paid subscription service, Snapchat+, in 2022. Snap announced the subscription in June 2022, initially offering it in several countries before expanding availability more broadly.
Snapchat+ gives subscribers early access to experimental and exclusive features. Early benefits included special app icons, priority replies to prominent creators, custom notification sounds, and the ability to see which friends rewatched a Story. The service has continued evolving as Snap tests new features and subscription benefits.
A common mix-up is confusing Snapchat+'s announcement with its later subscriber milestones. By August 2022, Snap reported that Snapchat+ had passed one million subscribers, but that was not the launch year. Snapchat itself first debuted in 2011 under the name Picaboo before being relaunched as Snapchat later that year.
Snapchat+ is also separate from advertising or creator monetization features. It is a direct subscription sold to users who want additional tools and early access within the Snapchat app.