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Why Pinterest might become a Messaging powerhouse

While 2013 was largely defined by the video wars between Vine and Instagram, this year has seen a frantic scramble in the Direct Messaging space.

Facebook tried to buy Snapchat, and when rebuffed responded by snapping up WhatsApp for US$21 billion. Meanwhile Instagram launched its own Messaging service Bolt. Not doing anything by halves, Facebook forced users download its Messaging app and launched its own Messaging service Slingshot. Phew.

But quietly in the background Pinterest has been building up a very good and extremely popular messaging feature.

Message in a Pin

In May 2013 Pinterest launched its own messaging service, which allowed users to send pins to one another. 

Today, over 2 million pins are sent every day. However there wasn't a way to respond to pins, until now.

Chatterbox

Pinterest has just rolled out its messaging service for web, iOS and Android. The feature works similarly to Facebook Messenger, with friends represented by images and chat bubbles.

Entire boards can also be sent and up to 10 people can join a group chat.

What is interesting is that any pins sent or received via message retain all the information and functionality they do elsewhere on Pinterest.

This means if a user wants to browse, Like, comment on, or share the pin, they can do so directly from Pinterest messenger.

Game changer?

This feature is far ahead of the competition and will potentially boost engagement, and eventually sales.

Pinterest is slowing moving towards monetisation, and it's not hard to imagine the benefits of brands being able to send messages and products directly to targeted customers. 

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