Spotify Revives Music Chat with In-App Messaging

Spotify has begun rolling out a new Messages feature that lets users aged 16 and above send music, podcast, and audiobook recommendations directly through the app on mobile devices. The feature is being launched in select markets and is accessible to both Free and Premium subscribers. Users can initiate messages via the “Share” icon in the Now Playing view, and messages are stored in a dedicated inbox under the user’s profile. 1-on-1 conversations support text and emoji reactions and are protected with industry-standard encryption, offering options to accept or reject message requests, block senders, or opt out entirely. The system includes proactive scanning for harmful content and reporting tools to flag inappropriate messages.

Spotify’s decision to bring back messaging marks a revival of a feature it discontinued in 2017 due to low engagement. At the time, the streaming service’s user base was far smaller, but with 696 million monthly active users as of Q2 2025—including 276 million paying subscribers—Spotify is betting the timing is now favourable. The move reflects growing pressure from rivals such as Apple Music, Amazon Music, and YouTube, and aligns with its broader strategy to boost engagement as it targets a 1 billion-user milestone.

Inside Spotify, the Messages inbox will accumulate all shared content, making it simpler for users to revisit recommendations without needing external platforms. This integration brings much of the content sharing that traditionally occurred through third-party social or messaging apps into one in-app experience.

Spotify emphasises that the feature is designed to complement, not replace, the existing social platforms like Instagram, WhatsApp, TikTok, Facebook, and Snapchat. Whether artist accounts will be able to leverage Messages to interact directly with fans remains uncertain.

This launch comes amid broader developments for Spotify. The company has also intensified video content efforts and introduced monetisation opportunities for podcast creators, all while managing margin growth through pricing strategies.

Early reactions from analysts highlight potential challenges. Habit formation around external messaging platforms could limit uptake. One commentator observes that users might resist an additional inbox: “rather are accustomed to screenshotting and sending [content] on platforms they prefer… another inbox to check… more noise for users.”

Still, the feature’s availability to Free account holders is seen as a strategic advantage. By democratising access to messaging capabilities, Spotify may strengthen user engagement across its entire audience base and differentiate itself amid stiff competition.