Spotify Brings Back DMs to Attract More Users, But Is It Needed?

Spotify is rolling out direct messages to users in Canada and other select markets. The feature allows users to share Spotify content and react with text or emojis, but some users are questioning the need for it, citing that the app should focus on improving the listening experience. Spotify has 696 million monthly active users and has been focused on boosting margins through price hikes while balancing user growth.

Spotify has announced the rollout of its direct messaging feature to users in Canada and other select markets, including the US, Canada, Brazil, the EU, the UK, Australia, and New Zealand. This feature, which allows users to share Spotify content and react with text or emojis, is part of the company's broader strategy to enhance social engagement and user interaction within the platform [1].

The new messaging tool, initially launched in select Latin and South American countries on August 26, 2025, has been well-received by users who can now send direct messages (DMs) within the app while sharing songs, podcasts, and audiobooks. This feature marks Spotify's boldest step yet into social networking, transforming the app from a passive listening platform into a social experience hub [1].

Spotify's messaging feature supports one-on-one discussions for users aged 16 and older. Users can message those they have previously interacted with through sharing playlists or collaborative efforts such as Jams, Blends, or being part of Family and Duo plans. Those outside the Spotify app can also engage by tapping Spotify links shared on social platforms like Instagram or WhatsApp, then accepting a chat request [1].

The rollout of the messaging feature comes as Spotify continues to expand its social tools. In 2024, Spotify VP of Podcast Product Maya Prohovnik mentioned that the company is expanding its social features, including podcast comments, to foster deeper user connections [1]. This new messaging functionality complements Spotify's existing integrations with TikTok, Instagram, Snapchat, Facebook, and WhatsApp, rather than replacing them [2].

Spotify users can invite friends through shared contact links to begin conversations. The platform also offers options to block users, report inappropriate behavior, or turn off messaging altogether through the app's privacy settings. For control and privacy, Spotify employs encryption standards to protect user messages while stored and during data transit [1]. However, unlike end-to-end encrypted platforms, Spotify can technically access the content of private messages.

Some users have questioned the need for the direct messaging feature, arguing that Spotify should focus on improving the listening experience. Spotify has 696 million monthly active users and has been focused on boosting margins through price hikes while balancing user growth [1]. The introduction of the messaging feature is part of Spotify's broader strategy to enhance user engagement and retention.

Spotify's messaging feature aims to help spark great conversations among users about the latest recommendations. Users will be able to react to shared content with emojis or texts and view suggested connections based on shared Spotify content or collaborative playlists [2]. The feature will be rolled out in South America before expanding to Canada, the EU, Australia, the U.S., New Zealand, and Brazil in the next few weeks.

References:
[1] https://www.ibtimes.co.uk/spotifys-new-chat-feature-lets-users-dm-how-safe-are-your-messages-1742239
[2] https://cryptorank.io/news/feed/6162d-spotify-introduces-a-messaging-feature