Spotify Revives Direct Messaging as Global Price Hikes Roll Out, Calling It a “Meaningful” Addition

Spotify is once again under the spotlight—this time not only for its looming subscription price increases but also for bringing back a long-abandoned feature. Days after rolling out custom design tweaks to its app, the company has confirmed the return of in-app direct messaging (DMs), framing the move as a feature upgrade that justifies rising costs.

The “Messages” tool reintroduces private messaging, which Spotify originally shut down in early 2017. Back then, users could recommend tracks or exchange text through the desktop app. At the time, the company argued that maintaining the system demanded too many resources and chose to remove support entirely.

Now, however, Spotify has restored the feature, this time with richer functionality: users can share emojis, playlists, tracks, and text, with messages accessible through a dedicated side menu. Unlike the original version, the new DMs will be available to both free and premium users.

The timing is notable. Spotify has recently raised subscription prices across global markets, including the U.S., in moves that mirror similar hikes made about a year ago. Co-President Alex Norström, speaking to the Financial Times, defended the decision, saying:

“Pricing increases and adjustments are part of our business toolkit—and when they make sense, we’ll do them. The increases are meaningful.”

Despite higher costs, Spotify expects user growth to continue, betting that new features will soften any backlash. By offering DMs across all subscription tiers, the company appears to be signaling that it is listening to user concerns—though regular price bumps may push it to add more tangible benefits in order to retain loyalty.