Spotify has announced the launch of a new in-app direct messaging feature, enabling users to share songs, podcasts, and audiobooks directly within the platform. The feature, available to users aged 16 and above, will roll out globally this week for both free and premium subscribers.
Previously, Spotify users who wanted to recommend tracks or podcasts had to rely on the “Share” button, which redirected them to external apps such as WhatsApp, Instagram, or Messenger. The new tool eliminates that step, offering a streamlined way to exchange content and engage in real-time conversations without leaving Spotify.
The feature is accessible via the “Now Playing” screen, where users can tap the “Share” icon, select a friend, and instantly start a conversation. Beyond simply sending links, the new messaging system supports text replies, emoji reactions, and threaded conversations, creating a more interactive experience. Safety features such as encryption, message request approvals, and user blocking are also included.
This development marks Spotify’s latest effort to position itself as more than just a streaming service. By incorporating social features, the company hopes to transform its app into a hub where communities can form around shared music tastes. Listeners can now engage in deeper conversations, build friendships, and foster music discovery in a way that mirrors the organic, word-of-mouth sharing that drives much of music culture.
For Kenyan artists and creators, this could be particularly impactful. With recommendations now circulating natively inside Spotify, local music stands a better chance of reaching new listeners. Fans can instantly share and discuss emerging talent, potentially boosting streams and broadening exposure for homegrown acts.
Interestingly, this is not Spotify’s first attempt at messaging. The company introduced a similar feature nearly a decade ago but discontinued it in 2017 due to low adoption. However, with music consumption habits increasingly centered around social interaction, Spotify is betting that the timing is right for a comeback.
By blending discovery with conversation, Spotify is setting the stage to become not just a music library but a vibrant social network for audio lovers worldwide.
