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Spotify is introducing in-app messaging
Soon, Spotify users will be able to slide into each other’s DMs to share a track like “Slide” by the Goo Goo Dolls. The music streaming giant—still criticised for not quite nailing its shuffle algorithm—is rolling out a new in-app messaging feature this week in select markets.
It will be available on mobile devices for both Free and Premium users aged 16 and older.
The feature, aptly called Messages, isn’t meant to replace your go-to channels for recommending music—whether that’s sending a Benson Boone song over WhatsApp or dropping a link in Instagram DMs. Instead, Spotify wants
Messages to work alongside those platforms while encouraging you to spend more time inside its app. That extra engagement comes at a crucial moment for the company:
Spotify has set a goal for ad revenue to account for 20% of its total revenue. As of June, ads made up just 11%, down 0.7% year-over-year in Q2.
The company recently announced price hikes for Premium subscribers in many markets outside the U.S.
Keeping its 696 million users more active within the app could help Spotify negotiate stronger ad rates, while also making the higher subscription fees feel more worthwhile.
Bottom line: It’s still unclear whether Messages will let you DM birthday wishes directly to Dua Lipa—or any other artist, for that matter. What Spotify has confirmed is that users will have full control: anyone can opt out of Messages or block specific people if they choose.
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