Spotify is rolling out a messaging feature to both free and premium users, aiming to attract more customers and stay competitive. Starting this week, the feature will be available on mobile devices of users aged 16 and older in select markets.
The company had previously offered a similar messaging feature but removed it in 2017 due to low engagement. This time, Spotify is relying on its recent subscriber growth surge to revive the feature and regain market share.
With over 696 million monthly active users, Spotify is investing in new features, including video content and monetization options for podcast creators, as it targets 1 billion subscribers. The music streaming giant faces intense competition from rivals like Apple Music, Amazon Music, and YouTube.
Source: https://www.reuters.com/business/spotify-announces-messaging-feature-free-premium-users-2025-08-26