Snoop Lion fans with smartphones are coughing up $100 a pop for virtual “jays” – a simple graphic “sticker” they can use to “snoopify” their photos.

According to the Wall St Journal, the app “Snoopify” added the premium sticker “Golden Jay” last week for $99.99.

And at least 15 people have shelled out for the gimmick which simply makes it look like the person in the photo is smoking a joint.

Nick Adler, brand manager for Snoop Lion – previously Snoop Dogg – told WSJ’s Digits blog the app released the premium sticker on a whim.

“I was shocked,” Adler said of the sales.

“But hey, this is a new world.”

On the “Golden Jay”, Adler said: “There’s no poetry behind it, it’s just golden.”