Snap reports 30 million paid subscribers as Lens+ AI effects surge

Snap announced that it has surpassed 30 million paid subscribers across its suite of subscription plans, according to a report by Engadget.reported This milestone includes users paying for Snapchat+, the ad-free Platinum tier, and other premium offerings.Over 30 million people are now paying for premium features on Snap, including AI effects and ad-free experiences.Snap’s Q3 earnings reveal a 30 million paid subscriber base, with Lens+ AI subscriptions driving 600 per cent growth since January 2026. The company disclosed this figure during its third-quarter earnings call, highlighting a shift in its revenue composition away from pure advertising dependence.

The figures

Engadget reported that Snap’s total paid subscriber base exceeds 30 million.reported The outlet noted that Lens+, a specific subscription for AI-powered augmented reality effects, has grown by nearly 600 per cent since January 2026.reported Non-advertising revenue, which includes these subscriptions, rose by 84 per cent compared with the same period last year. In contrast, daily active users increased by only 2 million since the previous quarter.reported For context, X previously disclosed having approximately 6.3 million paid subscribers across its Premium and Grok services earlier this year.reported

Behind the figures

Snap did not provide a detailed breakdown of how the 30 million subscribers are distributed among its different plans.reported The company grouped these figures under its "other" revenue category, which excludes advertising. The growth metric for Lens+ is measured from January 2026 to the time of the earnings report. The comparison with X’s subscriber count comes from separate disclosures made earlier in the year. Snap stated it will begin reporting monthly active users instead of daily users starting in 2027.reported

What changes, what does not

The company indicated that advertising revenue growth remains below its ambitions. While the total user base is substantial, with 977 million monthly active users, the rate of new daily user acquisition has slowed.reported Snap also warned that ongoing legal challenges and increased regulatory scrutiny regarding youth safety could impact its future prospects. These regulatory pressures follow Meta’s high-profile settlement, with state attorneys general urging Snap to adopt additional safety features.

What builders can do with it

Developers can observe that AI-powered creative tools are driving significant paid adoption on social platforms. The documented 600 per cent growth in Lens+ suggests that users are willing to pay for augmented reality effects that utilise AI capabilities.reported Builders integrating AI into social or creative applications might consider subscription models for advanced features, such as AI photo editing. The interface for these features appears to be embedded within the existing app ecosystem, requiring no separate installation. However, the specific APIs or technical limits for third-party developers are not detailed in this report.