What is the name of Snapchat's custom filter service for businesses and events?

Snapchat’s custom filter service for businesses and events was called On-Demand Geofilters. Snap introduced the service in February 2016 so people, businesses, and event organizers could create branded or personalized overlays for a defined location and time.

Customers designed a graphic, selected a geofence on a map, chose the dates and hours of availability, and submitted the filter for Snapchat’s review. The overlay then appeared to Snapchat users inside the selected area. Early examples included weddings, birthday parties, business locations, and promotional events.

On-Demand Geofilters differed from Community Geofilters, which were intended for public places and could not be used for commercial promotion. They also differed from Sponsored Lenses, which use augmented reality to alter faces or surroundings. A geofilter was generally a location-based graphic layered over a Snap.

Snapchat retired the service: On-Demand Geofilters stopped being supported in February 2023, and remaining campaigns stopped delivering on March 31, 2023. The name is therefore historical, but it is the canonical answer for the service described.