Snapchat on Tuesday announced a new rewards program for Snap AR creators in India. The program, called Lens Creator Rewards, will reward Indian creators who use the Snap AR platform to create filters and other augmented reality (AR) experiences, which will then be made available to Snapchat’s global users. Snapchat has been aggressively releasing new features and engagement strategies lately. After all, the company is targeting revenue of close to $1.13 billion (roughly Rs. 9,264 crore) in the third quarter of 2023.

Under the program, Indian lens creators can earn up to $7,200 (roughly Rs. 6 lakh) per month if their lenses perform best in India, Mexico and the US. The rewards program is open to new and existing Lens Studio community members from nearly 40 countries, including India.

Announcing the move in India, Snapchat said that “AR creators are emerging across the country.”

“Snapchatter loves Lenses built by our global AR community of more than 300,000 AR creators, developers and teams around the world. We are committed to rewarding AR creators for what they bring to the platform with the new Lens Creator Rewards Program value,” Joseph Darko, Snap Inc’s global head of AR developer relations, said in an official press release.

Snapchat was launched in September 2011. The app allows users to share images and text content that will disappear after 24 hours. The platform later expanded its functionality to include voice and video calling.

In January 2015, the platform launched the Lenses feature, which brings filters to users for them to try on. Snapchat now hopes the move will incentivize viral filter creators.

After launching the rewards program in other countries, it comes as no surprise that Snapchat has decided to launch the program in India. Back in March, Darko told Gadgets 360 that Snap’s Indian AR creator community grew by 60% in 2022. The community consists of active users of Lens Studio, Snap’s free desktop application designed to help artists, designers, and developers build AR experiences.

Meanwhile, Snapchat’s revenue for the quarter ended June 30 was $1.07 billion (approximately Rs. 8,769 crore), beating analysts’ expectations of $1.05 billion (approximately Rs. 8,608 crore). The app’s daily active users also increased 14% year-on-year to 397 million in the second quarter.


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