In 2017, YouTube had launched an in-app messaging feature that would allow YouTube users to private-send their friends videos and chat within the YouTube mobile app. After September 18, the ability to direct-message friends on YouTube itself will be removed. YouTube, in its announcement about the closure, doesn’t offer much insight into its decision and doesn’t explain why Messages are no longer a priority. One of the likely reasons for the removal of the feature was the competition it faced as most people today are heavily invested in their own preferred messaging apps — whether that’s Messenger, WhatsApp, WeChat, iMessage or others. Google, meanwhile, can’t seem to stop itself from building messaging apps and experiences. When YouTube Messages launched, Google was also invested in Allo (RIP), Duo, Hangouts, Meet, G Voogleoice and Android Messages/RCS, and was poised to transition users from Gchat (aka Google Talk) in Gmail to Hangouts Chat.
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