Snapchat Will Close Paid Lens Store Jan. 8

The move will allow the company to focus on advertising, including sponsored lenses.

Snapchat has announced it will close its Lens Store, which was launched in November, and allows users to purchase animated lenses for $0.99 each. Snapchat has updated its support site, alerting users they have until Friday, January 8, at 12:01 a.m. Pacific time to purchase the lenses they’d like to keep, before the store closes.

Snapchat told TechCrunch it’s closing the Lens Store to focus on advertising, which includes sponsored lenses branded with movies or other products. Once the store closes, users will reportedly have access to 10 free lenses each day, up from the previous seven.

Snapchat said it will attempt to keep previously purchased lenses ‘special’ by not offering some of the most popular purchased lenses as free lenses again for an unspecified period of time.

Re/code previously reported Snapchat charges up to $750,000 for sponsored lenses, with the price being impacted by the day of the week the lens will be available, and if the day is a holiday.

Readers: Will you purchase any Snapchat lenses before the Lens Store closes?