Social apps are increasingly blurring the lines between consumption and communication. Just weeks after Spotify rolled out its own messaging and comments features—which recently expanded to Kenya—YouTube is jumping back into the chat game.
The Google-owned giant has quietly launched a new experiment allowing users to share videos and direct message (DM) each other directly within the mobile app. Currently, the feature is in a limited testing phase. It is rolling out exclusively to users in Ireland and Poland starting this week. Additionally, the feature is gatekept to users aged 18 years or older.
This isn’t a free-for-all chat system. YouTube is implementing an “invite-first” mechanic to reduce spam. You must send a chat invite via a link or the share button. The recipient can choose to “Allow” or “Decline” the invite. If they decline, your channel info isn’t shared with them. Users can block accounts, report conversations, and even “unsend” messages (though the recipient sees a notification that a message was removed).
It is worth noting that these DMs are not encrypted in a way that prevents moderation. YouTube explicitly states that by using the feature, you accept that messages may be scanned. The company notes that “systems may scan for content that is against these policies,” ensuring conversations adhere to the same Community Guidelines as public comments.
Long-time users will remember that this isn’t YouTube’s first rodeo with DMs. The platform famously had a native messaging feature for years before killing it off in 2019 to focus on public comments. Google claims the return of DMs is a direct response to it being a “top feature request.”
While the rollout is currently limited to Europe, YouTube experiments of this magnitude usually signal a global rollout is on the horizon. Given the popularity of YouTube globally, a native sharing feature seems like a logical next step.
Would you use direct messages on YouTube, or do you prefer sharing links via WhatsApp and other social media apps?
