Spotify is launching an in-app messaging feature to let users share music, podcast, and audiobook recommendations directly inside the app. The rollout begins this week for free and premium users aged 16 and older in select markets on mobile devices. Users start a direct message by tapping the "share" button and selecting a contact they have interacted with before; recipients must accept incoming message requests and can react with emojis. Messages will be encrypted in storage and in transit. Spotify positions messaging as complementary to off-platform sharing and aims to boost engagement and retention, potentially aiding its advertising business.
Spotify is adding an in-app messaging feature to allow users to slide into DMs with their music or podcast recommendations. The feature will start rolling out this week to free and premium users aged 16 and over in "select markets," Spotify announced on Tuesday. Spotify said that direct messages were not intended to stop people sharing its content off-platform, such as through TikTok or Instagram. "Messages on Spotify are designed to complement these integrations, not replace them," Spotify said in its announcement.
To start a direct message, users will click the "share" button on Spotify content, then select a user they have interacted with before. The recipient will first have to accept an incoming message request, similar to settings on other social media platforms, and will also be able to react with emojis within the DM. The rollout is coming to mobile devices, and in select markets, Spotify added.
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