Spotify Technology said on Tuesday it is introducing “Messages,” an in-app direct-messaging service that will begin rolling out this week to mobile users aged 16 and older in select markets. The feature, available to both free and premium accounts, allows one-on-one chats and the sharing of songs, podcasts and audiobooks without leaving the streaming platform. The Swedish company is resurrecting functionality it scrapped in 2017 because of limited engagement, betting that its much larger audience will use the tool to exchange recommendations and spend more time inside the app. Messages supports text, emoji reactions and industry-standard encryption, while users can block contacts, report content or opt out entirely. Spotify is adding social features as it looks to widen its lead over Apple Music, Amazon Music and YouTube Music. The firm reported 696 million monthly active users in the second quarter and has set a goal of reaching 1 billion. Executives have signaled that recent and future subscription price increases are intended to fund product expansions such as Messages while improving profitability.