YouTube, which abruptly killed its direct messaging feature in 2019 to "focus more on improving public conversations," is now quietly testing... direct messaging again.
The DM That Got Away (And Came Back)
Let's rewind to 2017, when YouTube first introduced in-app messaging. The feature allowed users to share videos and chat about them without leaving the platform. Then, in 2019, YouTube pulled the plug with little explanation, pushing users back to the comment sections and Community posts.
Fast forward to 2025, when YouTube apparently had a change of heart. More likely, YouTube has read the market signals and realized that every other major social platform, even Spotify, offers direct messaging.
What's Different This Time?
The new version comes with several safety guardrails:
- Age Restrictions: Only users 18 and older can participate in the test. This directly addresses one of the biggest concerns that likely contributed to the feature's original demise.
- Invite System: Users can't just slide into anyone's DMs uninvited. Both parties must send and accept an invite before a conversation begins.
- Moderation: YouTube explicitly states that messages "may be reviewed to ensure they follow our Community Guidelines."
If this feature rolls out globally, it could shift how audiences discover and engage with content. Instead of relying on the algorithm alone, creators could cultivate networks of engaged viewers who actively share their work through DMs; a more intimate, viral loop than public shares.
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