Snapchat launches creator subscriptions in the U.S.

Social media platform Snapchat is launching creator subscriptions in an alpha phase with select people in the U.S. starting on February 23. Users will be able to buy subscriptions to an initial group of creators, including Jeremiah Brown, Harry Jowsey, and Skai Jackson. Parent company Snap plans to expand the program to Snap Stars—the platform’s verified creators—in Canada, the U.K., and France in the coming weeks.

Under the new feature, creators can set their own monthly prices for subscriptions within the app, while Snap will recommend different tiers to them. The subscription will unlock subscriber-only content, priority replies to a creator’s public Stories, and ad-free consumption of that creator’s Stories. This setup allows users to unlock exclusive content while creating monetization opportunities for creators. The company noted that this is a new way for creators to earn more money besides its existing programs, such as the Unified Monetization Program (an existing monetization offering) and the Snap Star Collab Studio. According to the company, “Expanding on existing monetization offerings like the Unified Monetization Program and the Snap Star Collab Studio, Creator Subscriptions introduce a premium layer of connection directly into how Snapchatters already engage with creators across Stories, Chat, and replies.”

The launch follows a period of growth for the platform, which reached 946 million monthly active users, according to the company’s Q4 2025 results. During its earnings report, the platform noted that the number of U.S.-based users posting to Spotlight, Snapchat’s short-form video feature, grew over 47% year-over-year. The product expansion also follows a corporate restructuring last month, when Snap spun out its hardware division into a new entity called Specs.

Snapchat’s move mirrors offerings from rival company Meta, which already allows creators to offer subscriptions on platforms like Instagram and Facebook. Meta’s subscription features similarly give users access to exclusive content and badges. By introducing creator subscriptions, Snapchat is adopting a monetization model similar to those of its competitors in the social media space.

Why it matters

Creator subscriptions introduce a premium layer of connection directly into how Snapchatters already engage with creators. By allowing users to unlock exclusive content, the feature creates monetization opportunities for creators while deepening engagement on the platform.