Snapchat is launching creator subscriptions to compete with Meta's offerings on Instagram and Facebook. The feature, announced Thursday, will let creators charge monthly fees for exclusive content across Snaps and Stories. Subscribers will receive priority replies and ad-free viewing on stories, giving creators new revenue streams while keeping users engaged on the platform.

Starting February 23, select US-based creators can offer subscriptions, with iOS users gaining access first. Snapchat recommends tiered pricing structures but allows creators to set their own monthly rates. The company positions this as a way to give creators "freedom to experiment" and build recurring income, directly mirroring Meta's approach to creator monetization.

The subscription feature will expand to Canada, France, and the UK This move signals Snapchat's push to retain creators who might otherwise migrate to larger platforms. By offering similar monetization tools, Snapchat aims to differentiate itself through its unique ephemeral content format while competing for creator loyalty in an increasingly crowded social media landscape.