Tumblr has launched a new instant messaging feature to replace its old ‘fan mail’ tool.
The Yahoo-owned firm is hoping the new messaging feature will boost engagement on the site, as it looks to compete with the likes of Instagram, Snapchat and Twitter.
Unlike the Tumblr “Ask” feature, instant messages cannot be anonymous. Users are in control of how they can be reached via instant messages.
While any blog is able to message the user, there is an option to limit incoming messages to only those Tumblr users followed.
The new messaging feature will be available to only 1,500 users from today, and will be rolled out to all the site’s users, whether they’re on iOS, Android or web, over the next few weeks.
However, if any of these 1,500 users message someone without access, that person will instantly get the new feature too, as messages spread across the social network organically.
Fan Mail will still be accessible after the switch, but any new messages will be sent through the new messaging platform.
Users can continue old Fan Mail conversations, but they can’t start new ones.