Some Awesome New Snapchat Filters Are Coming—But There's a Catch

Find out what the deal really is.

By Seija Rankin Oct 05, 2015 10:44 PMTags
Kanye West, Selfies247PAPS.TV / Splash News

Snapchat filters, how much do we love thee?

You let us subtly let our friends know when we've traveled to a really cool place. You let us make us look less like a ghost at the beach. And, perhaps most importantly, you let us puke rainbows with nary the touch of a button. It's safe to say that the addition of filters (or "lenses," for the real techies) really took the Snapchat game to the next level.

And now it seems users are going to be privy to a whole host of new filter options. Starting Halloween we can all expect to have a whole lot more fun making a story out of our morning coffee run. But there's a catch: The new filters will actually be a flood of advertisements. Haters of the sponsored Instagram post, beware. 

According to The Financial Times, the program will be known as "sponsored lenses." Snapchat will begin selling advertisement space to large brands and companies, and those ads will surface on the app as their own filters. They'll most likely promote new movies and TV shows—think a Red Devil filter for Scream Queens, if you will, with a big, glaring brand name to go along with it. So sure, there will be all sorts of fun new ways to spruce up your snaps, but you'll have to be okay with basically being a walking advertisement first.

Of course, there is one positive of this new program that we should point out. And that's the huge revenue factor. FT reports that Snapchat plans to make anywhere from $450,000 to $750,000 per day for each sponsored filter. It's crazy, right? But it also allows the company to make money (you know, that little thing it needs to survive?) and thus keep the fun free for its users (that's us!). So while it's a little annoying to be inundated with ads on yet another social media platform, it's worth considering whether you care about an ad-free environment enough to start paying for your snaps.

And we're guessing that's a big, fat "No."