Social throwback 2025: Snapchat’s AR lens, monetisation policies, Perplexity integration and more

Snapchat implemented numerous feature updates and platform changes throughout 2025, focusing on artificial intelligence integration, augmented reality enhancements, creator monetisation, and advertising capabilities.

The platform introduced expanded subscription tiers, new generative AI tools, and various AR lens developments while enhancing its commerce and advertising infrastructure. Updates also included redesigned safety features, expanded device compatibility, and new engagement tools for both individual users and group interactions.

The platform continued its emphasis on creator support through monetisation programs, educational initiatives, and partnership opportunities.

Additionally, it expanded its ecosystem beyond the core app with integrations for third-party platforms and devices.

The following chronological overview documents the feature rollouts and platform modifications that Snapchat introduced each month from January through December 2025.

January

• Launched a new way for AR creators to monetise their efforts, while it also looked to help students get into AR, via a new pricing model for its AR Spectacles.

February

• Introduced the ‘Platinum’ version of Snapchat+ in the app, for more than double the price of the regular premium plan.
• Added new features for Snapchat+ subscribers, including new generative artificial intelligence (AI) elements, Bitmoji clothing and some new options to help spark more engagement.

• Introduced new ad placement control tiers, aiming to…