In brief: Snap has officially launched Snapchat+, a paid service that gives subscribers early access to exclusive, experimental and pre-release features. Snap is billing the service as a way to deliver new features to its most passionate community members and as a gateway to providing prioritized support.

Snap didn’t mention specific features of Snapchat+, but SVP of Product Jacob Andreou said: The edge Those notable launch features include the ability to see who has rewatched a story, an option to change the app icon style, and the ability to pin a friend to the top of your chat history as a BFF.

Andreou told the publication that “single-player” features like the BFF pin will likely remain behind the paywall, while broader features will eventually roll out in the main Snapchat app.

Notably, Snapchat+ doesn’t disable ads, meaning subscribers don’t get any relief in that area. In other words, subscribers simply pay to be beta testers for new features. For Snap, it could accelerate the rollout of new features to all users and serve as a new revenue stream alongside its advertising business. The company has also explored hardware with its Spectacles sunglasses and Pixy drone in hopes of boosting revenue.

The service is launching today in a handful of territories, including the US, Canada, UK, Germany, France, Australia, New Zealand, United Arab Emirates and Saudi Arabia. More countries will be added over time, we’re told. To get started, tap Snpachat+ on your Snapchat profile.

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