TikTok is expanding its private messages with two major additions: sending 60-second voice notes and sharing photos and videos with up to nine pieces of content at a time. These new features bring the app closer to traditional messaging apps while incorporating safeguards to protect minors and combat spam.
This article takes a detailed look at these two features, their impact on creators and brands, and the implications for safety and moderation. Three separate analyses provide concrete examples, summary tables, and operational strategies.
TikTok Expands Its Messaging: Voice Notes and Multimedia Sharing
The first notable development is the introduction of voice notes, limited to 60 seconds, available for individual and group conversations. This format encourages more spontaneous, expressive, and rapid communication, useful for exchanges that don't require the formality of text. The option aligns with established practices on platforms like WhatsApp or Instagram, but the direct integration into TikTok's video ecosystem allows for specific uses for creators.
Meanwhile, TikTok now allows you to send photos and videos (up to nine items) via messaging. This content can be captured in real time or selected from the gallery. Simple editing tools are available before sending to quickly touch up a visual or add a caption.
Examples of use and benefits for the user
A fictional community manager, Camille, illustrates the potential: she shares behind-the-scenes footage of a shoot in DMs, then comments on each clip via voice notes to explain promotional angles. All without leaving TikTok, increasing retention.
- Spontaneity: voice more natural than text.
- Visual richness: sharing series of images for storytelling.
- Save time: Reduce trips to other apps.
| Function | Limit | Key benefit |
|---|---|---|
| Voice notes | 60 seconds | Fast and expressive communication |
| Photos/Videos | Up to 9 elements | Direct visual storytelling |
To protect privacy, TikTok requires that a piece of media cannot be sent as the first message to a new contact and displays a reminder before sending. These safeguards are part of a clear protection logic, essential for a platform with a large young audience. Insight: The addition of audio and multimedia transforms DMs into a rich communication space, increasing TikTok's usage value.
Impact for influencers and brands: leveraging new capabilities
These features open up concrete opportunities for creators and brands. Sending voice notes allows for personalized exchanges with partners, while multimedia sharing simplifies the delivery of campaign visuals. Marketers can now plan scenarios where DMs serve as the primary channel for previews, promo codes or quick feedback.
Camille, the community manager in this example, imagines workflows: sending a series of images via DM for creative validation, adding an explanatory voice note, then quickly signing a contract. This method speeds up production cycles and strengthens the intimacy of the brand-influencer relationship.
Concrete strategies to maximize engagement
- Micro-campaigns in DM: visual teaser + voice explanation.
- Ambassador onboarding: short tutorials sent via message.
- Premium Customer Service: Personalized audio responses for VIP customers.
| Objective | DM Action | Expected result |
|---|---|---|
| Product launch | Sending visual pack + voice note | Fast validation and increased conversions |
| Loyalty | Personalized message after purchase | Increased retention rate |
For advertisers, these updates require an adaptation of advertising strategies. It is relevant to cross-reference these tactics with approaches already tested on other platforms: for example, leveraging WhatsApp voice chats for groups (see operational comparisons) or integrate enriched private messages like on Instagram (reference).
Insight: Success is based on the ability to transform each private interaction into measurable business value, based on tested and repeatable scenarios.
Security, moderation and regulatory issues of TikTok messaging
The integration of media and audio raises questions of moderation and compliance. TikTok has clarified several rules: those under 16 cannot access DMs; those aged 16-18 benefit from an automatic filter against nudity; adults retain the ability to activate this filter. In addition, a mechanism prevents the sending of media as a first contact to limit spam and unsolicited content.
In the regulatory environment of 2025, platforms are under increased pressure regarding the safety of minors and algorithmic transparency. Regulatory precedents and investigations, for example around the possible separation of services by authorities like the FTC, show that compliance is becoming a strategic factor (regulatory analysis).
Anti-abuse measures and operational recommendations
- Automatic filtering: enabled by default for teenagers.
- Educational banner: protection reminder before sending media.
- First contact limitation: no media in first message.
| Risk | TikTok measurement | Recommended action for the brand |
|---|---|---|
| Spam / phishing | Blocking media in first message | Check the origin of the contacts before commitment |
| Exposure of minors | Restricted DM access | Establish guidelines for campaigns targeting young people |
The example of a fictional brand accepting entries for a competition demonstrates the importance of these rules: by filtering incoming media and requesting a text message first, the brand reduces the risk of inappropriate content and simplifies moderation. To go further, it is advisable to compare these practices with other platforms and guides, such as the analytics of WhatsApp and Messenger for Business (comparative) or good advertising practices on Instagram (resources).
Insight: Robust security policies drive advertiser adoption and user trust—a strategic priority for TikTok in 2025.
FAQ
What are the main new features of TikTok messaging?
TikTok Messenger adds 60-second voice notes and photo/video sharing (up to nine items). These options encourage direct communication and private storytelling, while maintaining safeguards for user safety.
How to use voice notes in TikTok messaging?
Voice notes can be used in a one-on-one or group conversation and can last up to 60 seconds. They're used to convey quick explanations, creative feedback, or personalized messages without typing.
What are the benefits of sharing media in TikTok messaging?
Multimedia sharing allows you to send up to nine photos or videos simultaneously, making it easier to share campaign or behind-the-scenes content. The expected result is smoother approvals and greater engagement.
Is TikTok messaging safe for minors?
TikTok messaging has safeguards in place: those under 16 cannot access DMs, and those aged 16-18 benefit from an automatic nudity filter. These measures reduce the risk of exposure to inappropriate content.
Can you send media as your first message via TikTok messaging?
No, TikTok Messenger prevents sending an image or video as the first message to a new contact. This restriction is intended to limit spam and intrusive behavior.
How can brands leverage TikTok messaging?
Brands can use TikTok messaging for micro-campaigns, influencer onboarding, and personalized customer service. Integrating audio and visuals speeds up approval cycles and strengthens customer relationships.
Is TikTok messaging replacing WhatsApp for business communications?
TikTok messaging is similar in functionality to WhatsApp, but it hasn't yet reached the maturity of a dedicated tool for business communications. However, for visual content-oriented marketing efforts, it's becoming a relevant channel.
What are the best practices for moderating TikTok messaging?
It's recommended to use automated filters, enforce text-based steps before sending media, and establish clear guidelines for teams. These practices reduce the risk of non-compliant content.
Does TikTok messaging impact influencer engagement?
Yes, TikTok messaging increases opportunities for direct engagement through more personalized and visual interactions, facilitating the work of influencers and the relationship with brands.
How to integrate TikTok messaging into a cross-platform marketing strategy?
TikTok messaging should be integrated alongside other channels: use DMs for exclusive content and link to more robust campaigns on other platforms. This approach multiplies touchpoints and optimizes conversion.
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