Snap has passed 30 million paid subscribers across Snapchat+ and its other subscription plans, a milestone that suggests the company's bet on premium features is paying off.

The timing is pointed. As TechCrunch notes, the figure arrives roughly a year after Snap announced a controversial cap on free storage for its Memories feature, telling users they would need to pay $1.99 per month to keep saving beyond the limit. What looked like a risky move to monetize a core feature appears to have converted a meaningful slice of the user base into paying customers rather than driving them away.

AI is doing some of the lifting, too. Engadget reports that power users seem more than willing to pay for AI-powered effects, positioning Snapchat+ as one of the clearer consumer success stories for paid AI features at a moment when most platforms are still figuring out how to charge for them.

For a company that has long struggled to diversify beyond advertising, 30 million subscribers represents a genuine second revenue engine — and a signal to the rest of the social industry that users will pay for the right mix of storage, status, and AI tools.