Snapchat launches paid creator subscriptions in new monetization push

Snap’s push to expand creator monetization has entered a new phase, with the company launching creator subscriptions on Snapchat in an early U.S. rollout that begins February 23. The program introduces paid, recurring subscriptions that let fans access exclusive content and direct interactions while giving creators more control over recurring income streams.

The feature starts in alpha with a limited group of creators, including Jeremiah Brown, Harry Jowsey, and Skai Jackson, before expanding to additional markets such as Canada, the U.K., and France in the coming weeks. Snap says creators will be able to set their own monthly pricing within recommended tiers, signaling a flexible model designed to fit different audience sizes and engagement strategies.

The new model gives paying subscribers access to exclusive Stories and Snaps, priority replies within creator interactions, and an ad-free viewing experience for that creator’s Stories. Rather than replacing existing monetization programs, subscriptions sit alongside Snap’s current ad-sharing and partnership offerings.

This approach reflects a broader platform shift toward deeper fan relationships and predictable creator income — moving beyond advertising revenue that depends heavily on algorithmic reach and market cycles. Snap positions subscriptions as a way for creators to reward loyal followers while building a recurring business layer directly inside the app’s messaging and Stories ecosystem.

The launch places Snapchat more directly in competition with monetization systems already established on rival platforms such as Meta Platforms’s Instagram and Facebook, which allow creators to offer paid access tiers and exclusive perks. Subscription-based revenue has become increasingly important across social media as creators seek financial stability beyond brand deals and ad revenue fluctuations.

Snap’s timing also aligns with broader platform momentum. The company recently reported strong creator activity growth, especially around Spotlight posting in the U.S., suggesting that the audience base needed to support direct monetization models is expanding.

For Snap, creator subscriptions serve multiple strategic goals. They strengthen retention by encouraging more direct interactions between creators and followers, create a recurring revenue layer that complements advertising, and signal to creators that Snapchat can support long-term businesses rather than one-off viral moments.

The early rollout also allows Snap to gather data on pricing behavior and user willingness to pay before scaling globally. While the program remains limited in scope for now, it reflects an ongoing shift in social platforms toward blended business models — where ads, subscriptions, and direct fan support coexist inside the same experience.