Twelve months of Snapchat's NASS
Snapchat's satisfaction score went below zero twice in three months, and both times for the same reason. The Net App Satisfaction Score (NASS) is the share of 5-star ratings minus the share of 1-to-3-star ratings among those posted on the App Store in the month, from −100 to +100, calculated half from ratings left without a review and half from written reviews. It measures how App Store raters rate an app, not the satisfaction of every user. The figures below are for the Snapchat app on the iOS App Store.
| Month | NASS, worldwide | NASS, United States | Written reviews received |
|---|---|---|---|
| Aug 2025 | +38.2 | +28.2 | 2,859 |
| Sep 2025 | +29.4 | +31.9 | 3,963 |
| Oct 2025 | −33.9 | −49.2 | 32,186 |
| Nov 2025 | +23.6 | +24.7 | 6,343 |
| Dec 2025 | −53.2 | −68.4 | 56,102 |
| Jan 2026 | +8.0 | +2.1 | 10,359 |
| Feb 2026 | +23.7 | +22.6 | 4,074 |
| Mar 2026 | +30.0 | +31.7 | 4,894 |
| Apr 2026 | +32.0 | +34.5 | 4,712 |
| May 2026 | +26.2 | +29.0 | 4,323 |
| Jun 2026 | +18.1 | +22.6 | 4,315 |
| Jul 2026 | +15.4 | +18.2 | 3,955 |
| Aug 2026 | +6.8 | +5.7 | 4,270 |
Worldwide scores are precise to ±1.5 points or better. United States scores are precise to about ±2 points, except in August and September 2025 (±5.5), when few written reviews came from the US. On the busiest days our collection records up to about 500 reviews per country, so the October and December review counts are minimums. On those days, star shares and review subjects are calculated on the reviews collected, which may not represent every review posted that day.
Disclosure: mwm.ai is operated by MWM, whose apps are scored under the same rules as Snapchat.
October 2025: the Memories announcement
On 29 September 2025, Snapchat announced that Memories, the archive of saved snaps, would stay free up to 5 GB, with paid plans above that: 100 GB for $1.99 a month, 250 GB with Snapchat+ and 5 TB with Snapchat Platinum. Users over the limit would get twelve months to pay or export (TechCrunch, Fast Company).
In October, Snapchat received eight times as many written reviews as in September, and 78% of its 1-star reviews mentioned Memories or storage: about 22,200 of 28,418. Its written reviews fell to −86.9. The shock also reached users who rate without writing, whose score dropped from +78.5 to +19.0. The NASS went from +29.4 to −33.9 worldwide, and to −49.2 in the United States. In November it was back at +23.6.
December 2025: a second, larger wave
The second wave began abruptly on 5 December. In the United States, Snapchat went from about 30 one-star reviews a day to about 500, the most our collection records for one country in a day. December brought at least 56,102 written reviews worldwide, and 83% of the 1-star ones mention Memories or storage: about 44,100 of 52,812. Titles such as "Not paying for memories" and "Charging for memories? Lol bye." fill the month. We have not found a public announcement dated 5 December.
This time the ratings without a review turned negative worldwide as well, at −13.9, the only month of the period in which they fell below zero. In the United States, where they had already dipped to −7.9 in October, they fell to −44.8. The NASS reached −53.2 worldwide and −68.4 in the United States, its lowest point of the year.
Recovery, then a slow slide
Snapchat recovered from January to April 2026, back to +32.0 worldwide, close to its level before the announcement. Since April, it has slid for four months in a row, to +6.8 in August. The decline comes mostly from written reviews, down from −4.6 to −47.2, while ratings without a review eased from +68.6 to +60.9.
Unlike in the autumn, there is no single subject. Among the 6,071 one-star reviews received from June to August 2026, 21% mention Memories or storage, 19% locked, banned or hacked accounts, 12% advertising, 11% updates and 7% notifications. A year after the announcement, Memories is still the most cited subject, but it no longer dominates.
At company level, Snap ranked 144th of the 163 app companies of the August 2026 NASS monthly ranking, at +7.0.
Detailed scores
Snapchat app, iOS App Store. Worldwide unless marked US. Ratings score: ratings left without a review. Reviews score: written reviews. Each is the share of 5-star ratings minus the share of 1-to-3-star ratings in that channel, and NASS is their average. Ratings (n): ratings without a review received in the month. Scroll the table sideways on small screens.
| Month | NASS | ±90% | Ratings score | Reviews score | Ratings (n) | NASS, US | ±90%, US |
|---|---|---|---|---|---|---|---|
| Aug 2025 | +38.2 | ±1.4 | +77.5 | −1.2 | 315,334 | +28.2 | ±5.4 |
| Sep 2025 | +29.4 | ±1.2 | +78.5 | −19.8 | 363,622 | +31.9 | ±5.6 |
| Oct 2025 | −33.9 | ±0.2 | +19.0 | −86.9 | 449,134 | −49.2 | ±0.6 |
| Nov 2025 | +23.6 | ±1.0 | +74.8 | −27.5 | 329,062 | +24.7 | ±1.7 |
| Dec 2025 | −53.2 | ±0.2 | −13.9 | −92.5 | 480,620 | −68.4 | ±0.3 |
| Jan 2026 | +8.0 | ±0.7 | +66.7 | −50.7 | 292,183 | +2.1 | ±0.8 |
| Feb 2026 | +23.7 | ±1.2 | +66.9 | −19.4 | 156,861 | +22.6 | ±1.9 |
| Mar 2026 | +30.0 | ±1.1 | +68.3 | −8.3 | 205,956 | +31.7 | ±1.9 |
| Apr 2026 | +32.0 | ±1.2 | +68.6 | −4.6 | 205,269 | +34.5 | ±2.0 |
| May 2026 | +26.2 | ±1.2 | +67.0 | −14.6 | 186,756 | +29.0 | ±2.2 |
| Jun 2026 | +18.1 | ±1.2 | +64.7 | −28.5 | 124,066 | +22.6 | ±2.0 |
| Jul 2026 | +15.4 | ±1.2 | +65.1 | −34.3 | 123,164 | +18.2 | ±2.0 |
| Aug 2026 | +6.8 | ±1.1 | +60.9 | −47.2 | 79,180 | +5.7 | ±1.7 |
The margin of error covers statistical precision only; it does not cover who chooses to rate, rating requests made by apps or reviews missing from the collection.
How NASS is calculated
For each app and each month, NASS takes the ratings received without a review and the written reviews separately. In each channel, the score is the share of 5-star ratings minus the share of 1-to-3-star ratings, 4 stars being neutral. NASS is the average of the two channels. Subjects of reviews are counted by keyword on the title and text of each review, with automatic English translation for other languages. The full method is on the NASS methodology page.
Source: rating counts published on each App Store listing and written reviews, recorded every day by MWM Intelligence. iOS App Store, August 2025 to August 2026.