Snapchat has launched a new feature designed to accelerate adoption of its premium subscription service, Snapchat+. The company announced the introduction of “Buddy Passes,” which allow existing subscribers to share a free week of access with friends.
Subscribers on annual plans will receive three seven-day Buddy Passes on the first day of each month, while those on monthly billing cycles will get them at the start of each billing period. Each pass grants recipients seven days of complimentary Snapchat+ access. Once sent, passes cannot be revoked.
The move leverages Snapchat’s existing subscriber base – now numbering over 15 million – to drive growth. In theory, if every subscriber distributed their three passes, up to 45 million users could trial Snapchat+ each month. While not all users are expected to take full advantage of the offer, the scale of potential exposure positions Buddy Passes as a significant acquisition tool.
Snapchat+ has already outperformed similar paid packages from competitors, including X Premium and Meta Verified, in terms of uptake. The service provides users with exclusive features, app enhancements, and early access to experimental tools, making it particularly attractive to Snapchat’s younger audience.
The timing of the new initiative comes as Snap faces revenue pressures. The company’s Q2 earnings fell short of expectations, with increased costs tied to the development of artificial intelligence and augmented reality technologies. While advertising remains the dominant revenue driver, Snapchat+ has emerged as an important secondary stream.
In addition to Buddy Passes, Snap has introduced Snapchat+ gift cards and tested promotional partnerships, such as one with McDonald’s that allowed customers to redeem loyalty points for subscriptions. Buddy Passes, however, represent the most direct attempt yet to use the platform’s community to expand its paid tier.
