The company, like Patreon, helps creators make money by charging fans for access to exclusive content, such as video chats, one-on-one calls, and direct messages. Creators typically keep about 90% of the money. As of February 2024, Guo said, Passes had paid out tens of millions of dollars to about 1,000 creators.
Alyssa McKay, a lifestyle influencer with more than 10 million followers on TikTok, uses Passes to connect directly with her fans and share exclusive content, such as a tour of her new house.
“It allows me to create a unique and specialized experience with my audience,” McKay said. “I was so surprised and moved by how many people subscribed just to see the first look of me being a first-time homeowner.”