Spotify has introduced a new group messaging feature that allows users to engage in conversations with up to 10 people, enhancing its in-app messaging service. This development is part of Spotify's strategic shift towards becoming a more social platform, as noted by Geo Business on January 30, 2026. The feature builds upon the one-on-one messaging service launched in August 2025, as reported by TechJuice, which highlighted that the new functionality aims to keep users engaged within the app by enabling them to share songs, playlists, and podcasts directly. According to TechJuice, this update is designed to prevent users from switching to other platforms for content sharing, thus fostering a more integrated user experience.