Snapchat has another way to make money from its disappearing-message app: pay up, and the fun stuff won’t disappear.

The Snapchat app centers on ephemerality; most photos, videos and other content shared on Snapchat become inaccessible if not viewed within a certain time frame.

So does stuff used to garnish posts, including digital stickers called “geofilters” and animations Snapchat calls “lenses.” For example, a banner like “Friday the 13th” strewn across an image, or an add-on to turn your eyes into laser guns. Many disappear after a day or a few.

But Friday, Snapchat said users could pay 99 cents per lens to keep the lenses they create — forever.

According to Snapchat, the deal is a result of consumer demand, like another recently introduced option for users on the receiving end to purchase three extra views of self-destructing messages for 99 cents.

Snapchat does not reveal usage statistics for lenses, but social media chatter and feedback from the first people to use a lens as a marketing tool indicate that millions of people are decorating their photos with the virtual effects.

“Our community really loves the lenses and have been asking to keep them for longer than a few days,” Snapchat spokeswoman Mary Ritti said in an email.

Charging for extra functions is a already a popular revenue-enhancement strategy for apps in gaming, dating and chatting. Dating app Tinder now sits among the top 20 apps by revenue in the U.S. after introducing highly requested features — for a fee — this year.