Spotify Adds In-App Messaging to Encourage Social Sharing

Spotify has rolled out a new Messages feature that enables users to share and discuss music, podcasts, and audiobooks without leaving the app. This one-on-one chat feature is accessible via the share icon in the “Now Playing” view and stores all shared content neatly in a dedicated Messages inbox—now accessible under the user’s profile picture.

The feature applies to both Free and Premium users aged 16 and over, and is launching initially in select markets on mobile

How Messages Work

• Who you can message: Conversations are limited to individuals previously connected through Spotify—such as members of the same Family or Duo plan, or participants in Jams, Blends, or Collaborative Playlists.
• Features: You can send text, audio content, and emoji reactions. Once a request is accepted, a conversation thread is created in-app.
• Privacy controls: Users can accept or decline message requests, block accounts, or opt out of Messages entirely. Content is encrypted both in transit and at rest, and Spotify monitors messages for harmful content.
• Positioning: Spotify intends Messages to complement—not replace—external sharing via platforms like Instagram, WhatsApp, and TikTok.

Why Spotify Is Reintroducing This Feature

A similar messaging feature was removed in 2017 due to low engagement. Now, with a user base of 696 million monthly active users and heightened competition from Apple Music, Amazon Music, and YouTube, Spotify is betting the timing is right for a revival aimed at boosting social interaction and retention.Reuters

As part of its strategy to reach 1 billion users, the company is expanding social and creator-focused features to enhance discovery and engagement.

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