There might be beauty in silence, but for many, a day without music, podcasts, or audiobooks feels unthinkable. With over 3% of the global population subscribed to Spotify, it’s clear that it has become a part of people’s everyday lives, and the company has ambitious plans to grow that number to 10% with the addition of this latest feature.

To help grow subscribers and remain competitive in the streaming space, Spotify is rolling out a new in-app messaging feature that allows users to directly share and discuss content with friends and family without leaving the platform. 

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This new feature launches this week on mobile devices in select markets for both Free and Premium users.

Spotify previously released a similar feature in 2017, but discontinued it due to low engagement. However, this launch marks Spotify’s renewed push into social connectivity, as user behavior has shifted drastically in recent years. 

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With social media’s popularity and increasing demand for sharing and communication, Spotify believes the time is right to reintroduce messaging.  

How Spotify’s new messaging feature works

• Users can access messages by tapping their profile photo in the top left corner.
• From the Now Playing View, tap the Share icon, select a user, and hit Send.
• Once the message request is accepted, users can reply with texts and emojis and continue sharing content back and forth. 
• The messaging feature works with users with whom they have interacted or shared content.
• Suggested contacts will be shown based on previous activity, such as joining a Jam, Blend, collaborative playlist, or sharing a Duo or Family Plan.

Users maintain control over their interactions. Message requests can be accepted or declined, and users can report or block accounts. There’s also an option to opt out of the messaging feature entirely. 

Spotify rolls out in-app messaging.

Image source: SOPA Images/Lightrocket via Getty Images

Spotify adds to social media with a new way to share

Spotify  (SPOT)  is positioning this feature not as a replacement for other platforms but as an addition. 

“You should continue sharing Spotify content directly through your favorite platforms like Instagram, Facebook, WhatsApp, Snapchat, TikTok, and more. Messages on Spotify are designed to complement these integrations, not replace them, and we’re excited to continue offering more ways to drive hype for the Spotify content you love, wherever you are,” said Spotify in the announcement.

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The new messaging feature was created in response to user demand for easier sharing. While many users already post Spotify content on social media, this update offers a seamless way to share directly in the app, making the experience more immediate. 

To protect users’ privacy, all messages are stored with industry-standard encryption. Spotify will use detection technology to identify unlawful or harmful content, and human moderators will review reported messages to ensure safety.

Spotify’s strategy to stay ahead of the competition

Spotify’s move to bring back messaging is part of a broader strategy to drive user growth and increase engagement. Since launching in 2008, Spotify has become the world’s most popular audio streaming service with over 696 million monthly users and 276 million Premium Subscribers.

In the second quarter of fiscal 2025, Spotify’s monthly active users grew by 11% year over year. Total revenue increased 10%, with Premium subscriber revenue up 12%.

To continue this momentum, Spotify signed a multi-year direct licensing agreement with Universal Music Group  (UMGNF)  earlier this year to develop new subscription tiers and create rich, innovative content featuring enhanced audio and visuals.

The agreement aims to improve monetization opportunities for artists and songwriters, while making the platform more attractive to users through exclusive features and expanded offers.

Spotify’s new messaging feature and its licensing deal to create innovative content will allow the company to stay ahead of the competition and reach its goals. 

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