There are 30 lenses available for purchase every day (which you can then keep and use forever). They will include old favourites like the “rainbow puke” – introduced at the very beginning and seemingly one of the most popular – but also new ones that have never been available for free. According to Snapchat, geo-filters (such as “London Life”) appear in around one million photos per day. After the company rejected a billion (£1.9 billion) offer from Facebook, there has been a real drive to increase the revenues of the company alongside usage figures.
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Honestly, I have no idea why you’d want to do this, but I’m coming to accept that I just don’t think I’m ever going to be friends with Snapchat. Swipe through them, and the store will be located in the same row right after the free ones.
Snapchat now has 100 million users. Often they use the filter just because it looks amusing, but many days it nearly feels like a writing prompt: people compete to offer the best caption, or to use it in the most unusual way. The company allows brands and marketers to pay for specific lenses, which can be created as ways of promoting films or other products.
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I quite like Snapchat’s rather gentle approach to in-app purchases: offering all of its core features for free, but letting you pay for extras here and there. But it’s facing a few skepticism: the mutual fund Fidelity, which invested in Snapchat’s latest round, wrote down the value of its investment by 25 percent.
