Spotify, the popular music-streaming platform, has unveiled a new feature today – direct messages. This addition is aimed at expanding its user base by offering a communication tool for both free and premium subscribers.
The introduction of direct messaging is currently underway for mobile users aged 16 and above in selected regions, with Canada slated to receive the feature shortly, according to a statement from a Spotify spokesperson to CBC News.
Expressing the significance of word-of-mouth interactions within Spotify, the spokesperson mentioned that users have expressed the desire for a centralized space within the app to share links, discuss content, and engage with others while staying within the platform.
Previously, Spotify had a messaging feature that was discontinued in 2017 due to low user engagement. Now, with a significant surge in subscribers in recent years, the company is reintroducing the feature to capitalize on its growth momentum and enhance its market presence.
In the second quarter of 2025, Spotify reported a total of 696 million monthly active users. The newly introduced direct messaging feature enables users to share Spotify content, react with text or emojis, and manage message requests from friends and family.
‘Do we need it?’
While Spotify focuses on increasing profitability through pricing strategies and balancing user growth against fierce competition from rivals like Apple Music and Amazon Music, the response to the direct messaging feature has been mixed.
Some users on platforms like Reddit have expressed ambivalence and skepticism towards this new feature. While some view it as a return to the app’s roots, others question the necessity of social networking elements within a music player, suggesting improvements to the core listening experience instead.
As discussions unfold online, some users question the necessity of the direct messaging feature within Spotify, raising concerns about potential misuse or distractions from the primary listening experience.
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