Yesterday, Snapchat introduced a new “geofilter” feature that could be a step towards monetizing the platform.

Yesterday, Snapchat introduced a new “geofilter” feature that could be a step towards monetizing the platform. The geofilters unlock fun art and labels based on users’ location that they can then use to decorate their photos. When snapping a shot at Disneyland, Disney related art becomes available as an overlay, etc. Interestingly one example given by the app is the ability to add a SoulCycle logo when snapping at one of the cycling studio’s locations. Though they have not confirmed this is a branded partnership, the potential for these filters to be a form of paid advertisement is clear. (Mashable)