On Wednesday, Elon Musk unveiled the initial release of video and audio calling features on X, previously known as Twitter. This move signifies another stride toward Musk’s vision of transforming X into an all-encompassing application, capable of managing tasks ranging from online payments to news and food delivery.
While not all users currently have access to these features, X has refrained from providing a specific schedule for their widespread availability. Additionally, the company has not officially confirmed what tech veteran Chris Messina discovered in X’s code, suggesting that audio and video calls may be limited to subscribers.
As reported by TechCrunch in a previous article, certain lines of code indicate that a notification will pop up when a user attempts to direct message another user, informing them that “audio and video calls are a premium feature” and encouraging them to “subscribe to gain access.” This implies that users will need to subscribe to X Premium to utilize these features.
The process of call screening remains somewhat unclear. For early adopters of this feature, options for accepting calls include verified users, those you follow, and contacts in your address book.
Following Musk’s takeover, X no longer engages in responding to requests for comments and simply offers automated responses to incoming press inquiries, leaving questions unanswered regarding the introduction and timing of these features.
While Musk’s aspirations for X have included making it a platform akin to China’s WeChat, a multi-purpose messaging app, his overarching vision for X has always been as a financial services app.
It appears that video and audio calling does not inherently align with this financial services goal. Receiving phone calls on a social media platform, primarily designed for rapid information consumption, may seem incongruous, especially if these calls come from random verified X users.
However, there may be a strategy at play similar to Uber’s history of continuous product expansions, designed to enhance user engagement and loyalty. Uber began as a ride-hailing service and expanded into food delivery, ultimately offering services such as boat charters, package returns, and dinner reservations.
This strategy also parallels Amazon’s approach, leveraging its product ecosystem to generate additional revenue when customers utilize complementary services, like ordering through Alexa.
In the context of X, this could mean that users initially join for features like posting content and live Spaces but stay for the convenience of internet-enabled calls, extended posts and video content, and high-yield savings accounts. Given that these features are likely to be available to subscribers, this approach could potentially drive revenue for X, although success is not guaranteed.
The ultimate outcome depends on Musk’s ability to realize his broader plans and navigate the regulatory environment, particularly given the watchful eye of regulators in the United States, where there is a focus on preventing any single company from having excessive control over the internet.
