Snapchat is launching a new direct monetization tool for creators, introducing subscription-based access to exclusive content and perks. The feature, called Snap Creator Subscriptions, will begin an alpha test on February 23 with a select group of U.S.-based creators, including Jeremiah Brown, Harry Jowsey, and Skai Jackson.
The model allows fans to pay a recurring monthly fee for unique content and interactive benefits. Creators retain control over their pricing, with Snap suggesting tiered options. Subscribers gain access to exclusive posts, receive priority replies to the creator’s public Stories, and view that creator’s Stories without advertisements. This aims to provide creators with predictable, recurring revenue while fostering deeper fan engagement.
This rollout expands Snap’s existing creator monetization suite, which includes the Unified Monetization Program and Snap Star Collab Studio. Unlike ad-revenue sharing models, subscriptions offer creators greater ownership over their audience relationships and a more stable income stream.
The introduction coincides with Snap reporting strong user growth and increased creator activity. In Q4 2025, Snapchat reported 474 million daily active users and 946 million monthly active users globally. The company noted a 47% year-over-year increase in U.S. users posting to its Spotlight short-video feed, indicating rising creator participation on the platform.
Following the U.S. alpha, the subscription program is scheduled to expand to Snap Star creators in Canada, the United Kingdom, and France in the coming weeks. The move positions Snapchat in direct competition with Meta’s similar subscription offerings on Instagram and Facebook, as social platforms intensify efforts to attract and retain top talent through diversified revenue tools.
By enabling creators to monetize their most dedicated followers, Snapchat is betting on a sustainable, creator-driven model to complement its advertising business and stimulate further content production across its ecosystem. The success of the alpha phase will likely influence the feature’s broader availability and pricing strategy.
