Spotify Adds In-App Messaging to Boost Social Sharing
August 27, 2025
Spotify is introducing an innovative in-app messaging feature that enables users to engage in direct conversations within the app. This development is part of the company’s broader strategy to enhance its social platform capabilities for music and podcast consumption.
Why it matters
Historically, Spotify users have relied on external platforms such as WhatsApp and Instagram to share their favorite songs and podcasts. With the introduction of in-app messaging, Spotify aims to retain these interactions and facilitate content discovery within its own ecosystem.
How it works
Messages are one-on-one only, eliminating the option for group chats.
Users can initiate a chat with individuals with whom they have previously shared content, collaborated on playlists, or joined a Jam/Blend, or those sharing a Family/Duo plan.
New chat requests will require approval from the recipient.
Users can express their reactions with emojis, and all messages will be accessible under the Messages section in the app’s left hover bar.
Between the lines
Spotify emphasizes that this new feature is designed to complement external sharing rather than replace it. For instance, if a user receives a Spotify link via Instagram or WhatsApp, they will have the option to approve a chat request directly within the app.
Security check
Messages are encrypted both in transit and at rest, although they are not end-to-end encrypted.
Spotify actively monitors chats for any rule violations and provides users with the ability to report inappropriate conversations.
Rollout
The feature is currently available on mobile only, targeting users aged 16 and older in select Latin and South American markets.
Plans are in place to expand availability to the US, Canada, Brazil, EU, UK, Australia, and New Zealand in the upcoming weeks.
The bigger picture
Spotify has been gradually integrating social features, including friend following, podcast comments, and a revamped video-centric feed.
Some critics argue that the app is becoming increasingly cluttered, with users expressing concerns that the addition of messaging may contribute to an overwhelming interface.
Fortunately, users have the option to disable this feature under Settings > Privacy and Social.
What they’re saying
Spotify’s Chief Product & Tech Officer, Gustav Söderström, hinted at further interactive features, stating, “The consumer experience will be much more interactive.”
What’s next
If the in-app messaging feature proves successful, it could bolster Spotify’s efforts to compete with platforms like TikTok, where the realms of music discovery and social interaction already converge.
Spotify Adds In-App Messaging to Boost Social Sharing
Spotify is introducing an innovative in-app messaging feature that enables users to engage in direct conversations within the app. This development is part of the company’s broader strategy to enhance its social platform capabilities for music and podcast consumption.
Why it matters
Historically, Spotify users have relied on external platforms such as WhatsApp and Instagram to share their favorite songs and podcasts. With the introduction of in-app messaging, Spotify aims to retain these interactions and facilitate content discovery within its own ecosystem.
How it works
Between the lines
Spotify emphasizes that this new feature is designed to complement external sharing rather than replace it. For instance, if a user receives a Spotify link via Instagram or WhatsApp, they will have the option to approve a chat request directly within the app.
Security check
Rollout
The bigger picture
What they’re saying
Spotify’s Chief Product & Tech Officer, Gustav Söderström, hinted at further interactive features, stating, “The consumer experience will be much more interactive.”
What’s next
If the in-app messaging feature proves successful, it could bolster Spotify’s efforts to compete with platforms like TikTok, where the realms of music discovery and social interaction already converge.
Source: Techcrunch