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Snapchat expands in-app geofilter-making tool to Europe

Snap filter creation in-app Image via Snapchat

Snapchat is now letting users from select European countries create their own geofilters from their phones, instead of having to design them from Snapchat’s web-based tool. The feature has been available in the US since June.

European countries getting the new update include the UK, the Netherlands, France, Denmark, Norway, Sweden, and Finland. Pricing for each filter begins at £5.99 in the UK and €6.99 in France and Sweden, and could cost more depending on location, duration, and demand of the geofilter.

The new on-demand filters can be accessed on the app by clicking on your profile and then going into Settings. Snapchat offers a selection of templates to let you customize and, once implemented, they can cover any location from 1,800 square meters to 450,000 square meters.

Sponsored geofilters account for 8 percent of Snapchat’s ad revenue in 2016, so the personalization tool appears to be an ongoing effort to monetize geofilters with smaller companies around the world. In its S1 form filed before going public, Snap says it employs a sales team to convert small- to medium-sized businesses into custom geofilter users (and hence, buyers).