“Half of my life is on this app and now they expect us to pay for it.” This comment captures the frustration of Snapchat users after the company announced plans to charge for storing old photos and videos. Many accuse the platform of monetizing nostalgia and betraying loyal users.
Paying to keep your memories
In September, Snap, the company behind Snapchat, revealed that users with more than five gigabytes of stored Memories will have to pay. For many, these saved photos and videos capture years of milestones, friendships, and personal moments, making the change feel like a betrayal.
Snap defended the decision, comparing it to Apple and Google’s paid cloud storage options. The company said users could download their Memories to their devices if they prefer not to pay, though managing tens of gigabytes of data can be challenging.
A spokesperson said only a small number of users would be affected. They admitted that transitioning from free to paid service “is never easy” but insisted the change would be “worth the cost.” Many users online disagree.
The ‘memory tax’ ignites backlash
An online petition has labeled the new charge a “memory tax.” Users describe it as “ridiculous,” “unethical,” and “dystopian.” Many have vowed to delete the app rather than pay.
On Google Play, user Natacha Jonsson left a one-star review. “If I know millennials right, most of us have years worth of memories on Snapchat,” she wrote. “And most of us only kept the app for that reason. 5GB is absolutely nothing when you have years of memories… Bye Snap.”
London journalism student Guste Ven, 20, shared on TikTok that she plans to quit the app. “I downloaded all my memories as soon as I could,” she told a news outlet. “Almost all of my teenage years are on Snapchat. Charging for something that has always been free doesn’t make sense.”
Longtime users feel betrayed
Snapchat has not yet revealed the cost of the new storage plans in the UK. The company said the rollout will happen gradually worldwide.
Amber Daley, 23, from London, said she would be “distraught” if the charges are implemented. She has used Snapchat daily since 2014 and described it as “a part of everyday life.”
Amber said she understood the platform needs revenue but argued that the Memories feature carries deep emotional value. “It’s unfair to charge loyal users who have supported the app for years,” she said. “These aren’t just called Memories — they are our real memories.”
The real cost of cloud storage
Charging for cloud storage is common. Millions already pay Apple or Google to protect their photos and videos. But Snapchat users say this feels different because they built their archives under the assumption that storage would remain free.
“Hosting trillions of Memories isn’t cheap,” said social media consultant Matt Navarra. “Snapchat must cover storage, bandwidth, encryption, backups, and content delivery.” He added that the move feels like a “bait and switch.” “Encouraging people to archive their lives for years and then charging them doesn’t feel right,” he said. “These Memories aren’t just files — they are emotional artefacts.”
When memories turn into a business
Many users share that sentiment. One reviewer said their saved photos and videos are “the most precious thing to me.” “They include everything — births, losses, family moments, friendships, and my teenage years,” they wrote.
Dr. Taylor Annabell, a postdoctoral researcher at Utrecht University, said Snapchat’s move highlights the risks of relying on commercial platforms for personal history. “These companies profit from user trust and the illusion of endless access,” she said. “It keeps people tied to the app, scrolling through their past. But they are not guardians of our memories — they are businesses selling access to them.”
