YouTube aims to rival Instagram by reviving DMs on its platform

21 November, 2025 | 21:02 IST

YouTube has started a renewed effort to enable private messaging as part of its strategy to compete with social media giants like Instagram and TikTok. The feature was previously added in 2017 but was discontinued in 2019, as the video platform wanted its users to focus on public interactions through comments and community posts. However, this reintroduction of DMS suggests a shift in strategy, as YouTube seeks to rival platforms like Instagram and TikTok in retaining users within its ecosystem.

YouTube tests in-app video sharing through direct messages

According to a new support page, YouTube has started testing in-app direct messaging (DMs) for users aged 18 and above in Ireland and Poland. For now, the test is extremely limited, with only a small number of users able to access this feature. But while a DM usually comes with some expectation of privacy, Google noted that ‘messages may be reviewed to ensure they follow our Community Guidelines.’

Currently, a YouTube user can only share a video with friends by pasting the video link in their communication app of choice. That could be Telegram, WhatsApp, Instagram, or any other social media application. However, YouTube wants to change that, and this feature would likely encourage users of YouTube to watch more videos and engage with more content, without leaving the platform.

For now, the test includes only basic functionality, such as sharing videos and chatting in a small, private thread. YouTube will likely expand this feature to other regions, but it may be a while before that happens. However, for a platform that mostly focuse on creators and long-format videos, YouTube’s push back into private messaging signals that it wants its users to engage more on its platform, without relying on other external apps.

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Sandip Chakraborty