X Launches Direct Messaging Feature “XChat”

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PLATFORM UPDATE

X (formerly Twitter) has rolled out a new direct messaging feature called XChat. The feature is currently in beta and available to select Premium subscribers, set to roll out to all Premium subscribers throughout the week of June 23, 2025. XChat is integrated directly within the platform to offer encrypted direct messages, file sharing, audio and video calls, and vanishing messages – an upgrade to the platform’s current messaging system and another step toward becoming a more robust platform. The feature rivals WhatsApp (used by Meta) and Telegraph.

IMPACT ON YOUR BUSINESS

The XChat feature could have a significant impact on business accounts on X, particularly for those looking to strengthen customer engagement, support, and conversions directly within the platform. Here’s a breakdown of how it might affect businesses on the platform:

1. Enhanced Customer Service
   XChat offers real-time, encrypted messaging, audio/video calls without requiring a phone number, and file sharing. Businesses can offer direct and private communication without sending users away from the platform, allowing the possibility to handle customer support inquiries, troubleshooting, and sales consultations more fluidly than with old-school DMs.
2. Improved Lead Nurturing
   Voice and video calls allow sales or support teams to escalate from text to live conversations with just a tap. No phone number required removes a barrier to entry, ideal for early engagement and product demos. File sharing can be used for quotes, decks, invoices, contracts, etc.
3. Personalized, Encrypted Interactions
   End-to-end encryption builds trust, especially for industries like healthcare, finance, or legal services, which could foster more candid conversations and client onboarding processes when confidentiality is a concern.
4. Competitive Positioning vs. Other Messaging Platforms
   X has a goal of becoming a “super app,” which means they hope to eventually integrate messaging, payments, shopping, and customer interaction all in one place. For businesses already active on X, this could reduce dependence on external platforms like WhatsApp, email, or even Zoom for early customer touchpoints.
5. Premium-Only (For Now)
   As of June 2025, XChat is only available to X Premium users in beta. This will limit its initial reach, but it gives businesses with Premium access the advantage of experimenting with new customer engagement tactics.
6. Future Potential: Chatbots, Payments & AI
   X is exploring AI assistants and payment integration through “X Money.” Businesses may eventually be able to use AI chatbots for 24/7 service or even accept in-chat payments, aligning with their long-term vision of becoming a “super app.”

INITIAL FEEDBACK

With the rollout of XChat, there have been immediate concerns over the feature’s privacy and security. For everyday conversations, XChat is more private than standard direct messages, but if you are handling highly sensitive communications, you should be cautious and consider using other highly vetted tools until X releases audited cryptography and verifiable infrastructure later this year.

• Encryption Claims Lack Transparency: X uses vague terms like “Bitcoin-style encryption” with no technical documentation or third-party audit. The system is closed source and unaudited.
• X Retain Control of Your Keys: Encryption keys are stored on X’s servers and protected only by a 4-digit PIN. This means X could technically access messages, and the PIN can be brute forced.
• Susceptible to Interception: No safeguards against man-in-the-middle attacks or key verification between users, leaving messages potentially able to be intercepted.
• No Forward Secrecy: If encryption keys are compromised, all past messages could be decrypted, unlike in platforms that use temporary session keys.
• Limited Security by Design: No multi-factor authentication, limited protections against brute-force attacks, and no clear control over cryptographic trust.

BOTTOM LINE

XChat could become a powerful customer engagement tool for business accounts, especially for those already using the platform for social engagement. It combines chat, calls, and file exchange with potential for payments and AI-powered automation. Early adopters may benefit from deeper, more direct relationships with their audiences without ever leaving X.

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