Snapchat, the ephemeral app that’s super hip with the teens these days, has released a new update to its iOS and Android apps that will put a little more money in the company’s pocket. The company announced the details in a blog post.
First, the company has introduced Lenses, specifically designed to help bring a little bit more pizazz to the seemingly endless parade of Snapchat selfies. Users can access Lenses when they flip to the front camera and press their face on the screen. They can be tried before the snap is taken, interchangeable like filters in Instagram.
Additionally, the company has taken a new stance on ‘Replays,’ a feature introduced nearly two years ago that allowed users to rewatch one Snapchat per day.
We’ve provided one Replay per Snapchatter per day, sometimes frustrating the millions of Snapchatters who receive many daily Snaps deserving of a Replay. But then we realized — a Snapchat Replay is like a compliment! So why stop at just one?
Snapchat Replays are now available in respective App stores, starting at 3 for $0.99. Users will be able to replay any snap at any time, but only for a single time. So, you can’t spend all your replays on your favorite snaps. Also, this feature is currently only available to U.S. users.
Creating in-app purchases surrounding Snapchat Replays is an interesting strategy for the company, which has generally relied on revenue from media partnerships through its Discover feature.
By monetizing Snapchat Replays, Snapchat could finally open a revenue stream that comes from its biggest, most-engaged users: those who want to see Snaps so badly that they want to replay them again one more time.
Finally, the company has also explicitly mentioned Trophies, a feature snuck into an August app update that TNW spotted previously. At the time, the company didn’t provide comment.