Snapchat Introduces ‘Buddy Passes’ to Drive Membership Growth

Snapchat has rolled out a fresh initiative called Buddy Passes for its paid subscription service, Snapchat+, with the goal of expanding its premium membership base. This move enables existing subscribers to share temporary free access with friends, creating a referral-like system to attract new users. With over 15 million active Snapchat+ members already on board, this feature could significantly accelerate growth for the social media giant.

What Are Snapchat Buddy Passes?

The Buddy Pass is a new perk available exclusively to Snapchat+ subscribers. It allows them to gift a 7-day free trial of Snapchat+ to their friends. The process is simple:

• Subscribers on a monthly plan will receive three Buddy Passes at the start of every billing cycle.

• Those on an annual plan will also receive three passes at the beginning of each month.

• These passes can be sent via the subscriber’s Snapchat+ management page.

Once a Buddy Pass is sent, the friend gains access to Snapchat+ features for one week. However, subscribers should note that once shared, the pass cannot be revoked.

Why Buddy Passes Could Be a Game-Changer

This feature leverages Snapchat’s existing paying members to act as brand advocates. If even a fraction of the 15 million Snapchat+ subscribers share their passes, the program could potentially reach tens of millions of new users every month. For example, if every subscriber uses all three passes, that’s up to 45 million free trials monthly.

The psychology is simple: when friends share exclusive features, recipients are more likely to try—and eventually adopt—the paid plan. This form of peer-driven promotion is far more effective than traditional advertising.

Snapchat’s Growing Subscription Model

Although Snapchat’s primary revenue still comes from advertising, Snapchat+ has proven to be its most successful new monetization strategy. With over 15 million paid users, it has outperformed rival social subscription services like X Premium (formerly Twitter Blue) and Meta Verified in terms of adoption.

Snapchat’s success highlights the platform’s strong hold on Gen Z and youth audiences, who are drawn to exclusive features and personalization options.

Why Snapchat Needs More Paid Subscribers

Snap’s Q2 earnings showed revenue falling short of market expectations. At the same time, the company continues to invest heavily in AI-powered tools and augmented reality (AR) development, both of which increase operational costs.

To counterbalance these financial pressures, Snapchat is looking to strengthen its recurring revenue streams. Increasing Snapchat+ subscriptions through Buddy Passes, gift cards, and brand collaborations is a key part of this strategy.

Other Recent Snapchat+ Promotions

Apart from Buddy Passes, Snap has been experimenting with multiple promotional methods to grow its premium base:

1. Snapchat+ Gift Cards – Available in select retail stores, allowing users to purchase subscriptions directly.

2. Brand Partnerships – For example, a collaboration with McDonald’s, where customers could redeem loyalty points for Snapchat+ subscriptions.

3. Limited Regional Availability – Buddy Passes are not yet accessible worldwide, but they are gradually expanding across markets.

These efforts underline Snap’s ambition to build long-term loyalty and make Snapchat+ a core part of its ecosystem.

What Users Get with Snapchat+

For users considering Snapchat+, the subscription unlocks features such as:

• Early access to experimental tools.

• Enhanced customization options like exclusive icons and themes.

• Priority story replies.

• AI-driven features and AR updates before they roll out to the general public.

By offering Buddy Passes, Snapchat gives potential subscribers a risk-free trial, making it easier to convert them into paying members.

Conclusion: A Smart Move for Sustainable Growth

The introduction of Buddy Passes is a clever, cost-effective strategy for Snap to grow its premium subscription base. By turning existing subscribers into promoters, Snapchat is tapping into word-of-mouth marketing, one of the most powerful forms of customer acquisition.

With social media competition intensifying, Snapchat is betting on exclusive features, smart promotions, and peer influence to keep its Snapchat+ offering ahead of rivals. If successful, this move could bring millions of new subscribers and further strengthen Snap’s financial position in the digital space.