Spotify Introduces Direct Messaging for 696 Million Users

Spotify is set to introduce a feature allowing users to send direct messages to recommend songs like 'Slide' by the Goo Goo Dolls. The music streaming app, which has yet to perfect its shuffle algorithm, is rolling out in-app messaging to select markets this week for Free and Premium customers aged 16 or older on mobile devices.

The feature, aptly named 'Messages', is not intended to replace traditional platforms for recommending favorite songs to friends and loved ones. Instead, Spotify aims for Messages to complement these avenues while encouraging users to spend more time on the app.

With 696 million users, increased engagement could be beneficial for negotiating ad rates. Spotify believes that the new feature, which users reportedly desire, might justify a higher monthly fee.

It remains unclear if Messages will allow users to send birthday wishes to artists like Dua Lipa, though Spotify states that anyone can opt out of Messages or block other users.