Snapchat, the photo sharing application, announced a new feature Friday, that would allow users to purchase “lenses” that can be used forever, for 99 cents.

The Los Angeles Times reports that Snapchat introduced this feature as a result of customer demand. The app also recently introduced the ability to purchase extra views of the temporary messages.

Snapchat has not commented on the number of lenses downloaded, but feedback from casual users to marketers alike suggest that millions are taking advantage of the new feature. Prior to Snapchat introducing the “Lens Store,” Snapchat would introduce a new “lens,”which applies effects and graphics to your photos. The lenses would only be available for a limited time, or in a specific geographic area. Many people urged Snapchat to keep the lenses around for a longer amount of time, which lead to the creation of the “Lens Store.”

Snapchat is not the first application to roll out paid additional functions. Tinder is now one of the highest revenue-earning apps, since the addition of high-demand features, for a fee. One of the most popular features is the ability to search for matches all over the world. The function costs around ten dollars.

Facebook, who makes most of their money through advertisements, has started to test ways to make money through its Messenger app.  A test market in France allowed Facebook users to send a message that would disappear permanently, after an hour.