There are many ways to monetize a phone app. Snapchat decided to get weird. Instead of charging for filters, longer videos, more permanence of content, or maybe a way to know any metrics about the service, they’ve decided to charge for replays.

Gizmodo reports that the company will begin today charging $0.99 to replay a snap up to three times. Right now current replays are free. So this is a pretty high mark-up. But Snapchat understood this charge might appear a bit steep and ended its blog post announcing this new feature by saying, “They’re a little pricey — but time is money! ;)”

Time is money. Snaps are time. Snaps are money. And make sure to follow us on Snapchat @ inversedotcom.

Photos via Peter Macdiarmid, Getty Images