What is his snap score keeps going up?

Snap Score is a measure of the total number of snaps sent and received by a user. Every time a user sends or receives a snap, their Snap Score increases by one point. This means that if a user's snap score keeps going up, it indicates that they are actively using Snapchat to send and receive snaps. The score does not decrease over time or with inactivity, which means that a user's Snap Score will continue to increase as they use Snapchat more frequently. Some users may be motivated to increase their Snap Score as a way to show off their popularity or as a personal achievement. However, it is important to note that Snap Score does not equate to the quality or value of a user's snap content.