Recently, Snapchat added a set of “lenses” to its app to augment people’s photographs with visual effects. Cue a parade of rainbow-vomiting selfies.

Now it’s becoming clearer how the feature will work for Snapchat’s business: the company is preparing to allow sponsored lenses paid for by brands.

“Snapchat will design the stickers on behalf of brands, with Hollywood studios likely to be among the first advertisers,” reported the Financial Times. “Sponsored lenses will charge up to $750,000 for one brand to reach the entire userbase for one ‘on peak day’ such as Halloween, Thanksgiving or Black Friday, or $450,000 for an off peak day.”

That will put the feature out of the reach of all but the biggest-budget music marketing campaigns, then.

It’s the latest business-model move for Snapchat, which recently started charging users $1 for the ability to replay three snaps that would otherwise have vanished.

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