Snapchat+ has officially been launched on Snapchat, this will enable users to pay a monthly fee in order to gain access to exclusive in-app features, including custom app icons, new profile badges, data insights, display tools and more.

As explained by Snap:

“Today we’re launching Snapchat+, a collection of exclusive, experimental, and pre-release features available in Snapchat for $3.99/month. This subscription will allow us to deliver new Snapchat features to some of the most passionate members of our community and allow us to provide prioritized support.”

Based on initial leaks of the Snapchat+ offering, the new subscription program will include:

– Access to exclusive Snapchat icons.
– A new profile badge to show that you’re a Snapchat+ user.
– New data insights, including the capacity to see your friends’ location history (over the last 24 hours) and info on who’s rewatched your Story.
– The capacity to pin a user in the app as ‘your #1 best friend’.

None of these new features are hugely ground breaking, they are not ‘game-changing’ type features that will see mass adoption. However they may appeal to a subset of the most passionate Snap users, and if Snap only signs up, say, 1% of its active user base, that would still equate to an additional $13.2 million in monthly income ($159m p.a.) for the app.

Though even that, based on the take-up of similar options in other apps, could be a stretch.

The program is very similar to Twitter’s ‘Twitter Blue’ add-on package, which enables Twitter users to pay $2.99 per month for access to similar tools but has hardly gained any traction at all.

Will Snapchat+ fare any better is the question. It’s obviously impossible to predict and there is something to be said for the connection that Snapchat users feel to the app, which they use as a key connector with their closest friends.

Snap has repeatedly shown that it understands its audience better than other apps so there is light at the end of the tunnel, we shall just have to wait and see.