Spotify’s 696 million users can now message each other directly—incentivizing users to keep their eyes and ears on the app for longer

Having its 696 million users more engaged can’t hurt when it comes to negotiating ad rates, and the new feature, which Spotify says users want, may make paying a higher monthly fee seem worth it.

Bottom line: It’s unclear if Messages will allow you to DM birthday wishes to Dua Lipa or any other artists, although Spotify says anyone can opt out of Messages or block other users.—DL

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