Snap is launching an optional subscription service offering “exclusive, experimental, and pre-release features,” it announced. The $4 a month service is aimed at “passionate” snapchat users and launching this week in the US, Canada, the UK, France, Germany, Australia, New Zealand, Saudi Arabia, and the United Arab Emirates.

The exclusive features are modest to start with, including the ability to change the app icon, see who re-watched a story and pin a friend to the top of your chat history as a “BFF,” Snapchat SVP Jacob Andreou told The Verge. Some of those features like BFF will only be available to subscribers, but others may filter over to the main Snapchat app.

Snap relies mainly on its advertising model for revenue, so the new service is a break from that. It also makes money selling hardware like its Spectacles smart glasses and new Pixy drone, but that revenue is relatively small change compare to its ad business. The company recently announced a hiring freeze during its last earnings report and saw its stock price plunge dramatically over the last two months.