Snapchat, the booming mobile app that allows smartphone users to communicate with each other through creatively modified pictures and video clips, now offers 30 new premium lenses at 99 cents each.
For those who don’t want to shell out money to chat, there’s no need to fret. Free lenses will still be available.
The lens store will simply provide increased customization for those willing to pay a small fee. According to The Verge, one of the most popular lenses is one that alters a photo, adding a “puking rainbow” effect.
#arc-en-ciel, youzoul_ https://t.co/T6QKN2aj8z pic.twitter.com/VgiSdtIBAP
— Rainbowgram (@rainbowgram_WP) November 4, 2015
Snapchat has received mixed feedback on the lens store. One user tweeted to @Snapchat, “I want the rainbow mouth thing on snapchat but I don’t want to pay .99¢ for it”.
I want the rainbow mouth thing on snapchat but I don't want to pay .99¢ for it ??
— Sidney (@sidneypaige_) November 15, 2015
Others shared similar sentiments about the price tag on the lenses.
I don't know which is more pathetic, the fact that Snapchat is trying to charge me for the rainbow filter, or that I'm considering buying it
— Lauren (@lweeks10) November 14, 2015
snapchat wants you to pay for the filters now, ok let me grab a dollar so I can throw up a rainbow real quick..
— Hailey Dolchh (@haileydolcini) November 13, 2015
TechCrunch reports that Snapchat is working on the implementation of sponsored lenses, and the in-app purchases combined with advertising within the app illustrate three different avenues of monetization the company is trying out. Some are concerned that Snapchat may end up alienating its users much like MySpace did before its demise, by trying too hard to milk its users for money.
For those who don’t mind Snapchat’s direction, the new lenses may make the chatting service more interactive and fun than its ever been. Casey Newton of The Verge wrote, “I’ve been impressed with the lenses as an engagement hack — I find myself coming back to the app day after the day just to see what bizarre lens Snapchat has cooked up”.
Since lenses were introduced, Snapchat said that they have been used almost 10 million times per day. The service has around 100 million active users.