Snapchat Launches ‘Buddy Passes’ to Boost Snapchat Membership

Posted on August 17, 2025
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of Snapchat Introduces Buddy Passes to Boost Snapchat+ Subscription Growth

Snapchat+ subscribers can now gift free one-week access to friends via Buddy Passes, enhancing user engagement and driving subscriptions. This initiative leverages the existing 15 million paying users to potentially introduce up to 45 million new trial users monthly. Snapchat aims to increase revenue amid rising costs and underperforming ad income by expanding its subscription base with creative promotions like gift cards and partnerships. Buddy Passes are currently region-specific and must be managed carefully, as they cannot be revoked once sent.

Optimixed’s Overview: Innovative Strategies Fuel Snapchat+ Expansion with Buddy Passes

Snapchat’s New Approach to Subscription Growth

Snapchat is enhancing its Snapchat+ subscription offering by introducing Buddy Passes, a feature allowing subscribers to share free week-long access with friends at no extra cost. Each subscriber on annual or monthly plans receives three Buddy Passes monthly, enabling a viral growth potential through peer-to-peer sharing.

Potential Impact on User Acquisition

  • Massive Reach: With over 15 million current subscribers, the distribution of three Buddy Passes per user could introduce up to 45 million new users to Snapchat+ features every month.
  • Increased Trial Engagement: The free trial access encourages friends of subscribers to explore premium features, increasing the likelihood of conversion to paid subscriptions.
  • Revenue Growth: This strategy is aimed at supplementing Snapchat’s revenue, which has faced pressure due to rising costs and slower-than-expected ad income.

Additional Promotional Efforts

Beyond Buddy Passes, Snapchat has launched Snapchat+ gift cards available in retail stores and formed partnerships with brands like McDonald’s, allowing customers to redeem points for Snapchat+ memberships. These initiatives further embed Snapchat within youth culture and broaden its subscription appeal.

Availability and Usage Considerations

Currently, Buddy Passes are limited to select regions, and subscribers must manage their passes through the Snapchat+ management page. Importantly, once a Buddy Pass is sent, it cannot be retracted, requiring careful sharing decisions.