It's got kittens, Bieber, and controversial comments covered. Now YouTube is trialling in-app messaging.
You've got mail
The feature reportedly allows users to send video clips, links, and text directly from YouTube's app.
The beta feature is being tested in Canada on iOS and Android, with a wider roll out expected later in the year.
Message in a bottle
In-app messaging could have big consequences for brands, content creators, and influencers.
By allowing brands to send direct messages to its audience, YouTube could boost engagement levels and offer a more personalised experience for viewers.
Something that would bring YouTube closer into line with fellow titan (and video rival) Facebook.