Spotify Rolls Out In-App Direct Messaging to All Users

Spotify has launched an in-app messaging feature for users in Kenya, enabling direct sharing of songs, podcasts, and audiobooks within the platform.

The new feature, available to users aged 16 and over, allows listeners to share content and communicate without leaving the app. Accessible from the “Now Playing” screen, users can start conversations by selecting friends through the “Share” icon. 

The messaging system supports real-time discussions, emoji reactions, and includes safety measures such as message request approvals, user blocking, and encryption to ensure secure interactions. This update marks a shift from Spotify’s earlier sharing method, which relied on directing users to external apps for content recommendations. 

By integrating messaging into the listening experience, Spotify aims to encourage more organic interaction and the formation of communities based on shared musical interests. Kenyan artists and creators may particularly benefit from improved content discovery and personalised engagement. 

Spotify previously offered an in-app messaging feature but discontinued it in 2017 due to low usage. The company’s reintroduction of this tool reflects growing demand for social features within entertainment platforms and aligns with wider industry trends toward combining media and social networking.