Spotify launches DM feature in a move to become more social

It allows sharing of songs, podcasts, and audiobooks directly within the app, aiming to enhance engagement and provide a more personal way to recommend content. 

The feature includes safety measures like message request acceptance, user blocking, and encryption, and is accessible from the "Now Playing" screen. 

Users can still share content outside Spotify.

Earlier, if you wanted to recommend a song, you’d hit “Share” and send it via Instagram, WhatsApp, or other platforms. Now, Spotify gives you a dedicated space within the app itself to do this.

According to Spotify, users were asking for an easier and more personal way to recommend music. Instead of juggling between apps, now you can keep your music, convos, and playlists all in one place.

The company also hopes this will increase engagement, meaning people will spend more time on Spotify, chatting and sharing music, instead of leaving the app.

The music streaming platform announced on Tuesday that it would begin rolling out a new messaging feature to both free and premium subscribers this week.

Initially, the feature will be available only on mobile devices for users aged 16 and above across select markets in Latin America and South America.

At launch, messages will be limited to one-on-one conversations. Users can only start chats with people they’ve previously interacted with on Spotify, such as those with whom they share collaborative playlists, have joined a “Jam” session, or are connected through a “Blend.” 

Family and Duo plan members will also be able to message one another. However, the recipient will be required to approve the request to begin the chat.

For the uninitiated, the company first introduced in-app messaging in the past but discontinued it in 2017 due to low engagement. However, with growing competition from Apple Music, YouTube Music, and TikTok’s expanding music push, the enhanced social interaction could keep users engaged on Spotify.

Spotify's shift towards social engagement reflects its broader strategy to blend music streaming with interactive community features.

Executives describe this update as a step toward transforming Spotify from a passive listening app into a social experience hub.

For control and privacy, Spotify offers options to block users, report inappropriate behaviour, or turn off messaging altogether through the app's privacy settings.

While the feature is designed to engage users, Spotify argues that it will also benefit artists. "More users can spread the word about an artist's track or creator's podcast with their friends and family, helping drive discovery," Spotify says, adding that the entire Messages experience will be refined for more users in the coming months.