X has expanded its audio and video calling capabilities to all users.

Previously restricted to X Premium subscribers, the capability was introduced to iOS users of the app formerly known as Twitter in October as part of owner Elon Musk’s ambition to transform the platform into an “everything” app.

Last month, X launched the feature set on Android, too, but it was still limited to users willing to stump up $8 a month or $84 a year for a Premium subscription. However, at the time, all users could still receive audio and video calls.

Users can find options for audio and video calls within the DM settings tab in the X platform. Additionally, users can manage their call preferences through the settings page.

By default, users can receive calls from accounts they follow or have saved in their address book, hinging on prior permission granted to X for acces. Beginning a call to another user requires previous communication through Direct Message. This prerequisite serves as a safeguard against spam or misuse. Users also have the option to deactivate incoming calls for added protection and peace of mind.

Musk was bullish about X’s potential to challenge established communications giants like WhatsApp, Zoom and Microsoft Teams, saying on the platform that he was getting rid of his phone number, such was his faith in his company’s “everything app” project.

Whether the features being opened up to every X user materially enhance X’s capability as a personal or B2B communications solution remains to be seen, given the plethora of more (currently, at least) more sophisticated alternatives on the market.

However, where X could have an intriguing advantage is as a customer service communications platform. Its ubiquity and ease of use make X already a popular outlet for customers to interact with businesses and brands through direct messaging or posts, so introducing audio and video calls for all users to the mix could boost engagement further.

X’s ‘Everything App’ Ambition

If adding audio and video calling to X’s Android and iOS apps illustrated Musk’s attempt to transform the social media platform into a service more amenable to business communications and collaboration, removing the subscription cap for the features suggests he’s doubling down on this strategy.

X intends to win back users and advertisers with new features and its “all in one” model. The Washington Post noted a 30 percent decrease in active X users in October.

Similarly, in November, the New York Times reported that X could lose “up to $75 million” as over 100 prominent brands, including Coca-Cola, Apple, Disney, Microsoft, Netflix, and Google, stopped advertising on the social media platform. As well as new features, earlier this month, X announced it was going to let advertisers run adverts beside a “curated list” of creators.

However, X faces a daunting challenge in catching up, let alone matching, the leaders in video and audio conferencing, especially Teams, Zoom, Cisco Webex, and Google Meet. These platforms offer sophisticated operations and comprehensive features, while X, even now available to all users, is currently limited in scope and only accessible on mobile devices.

To properly compete with these industry giants, significant investments in technology, expertise, and time to iron out bugs and undergo rigorous QA testing would likely be required. Moreover, the transformative potential of AI, exemplified by Microsoft’s Copilot, Zoom’s AI Companion, and Google’s Gemini, could further widen the gap. Although X is exploring its own AI research, it may struggle to keep pace with the advancements made by its competitors.

Nevertheless, X holds one distinct advantage in its speed and spontaneity. The ability to quickly initiate calls with a single click may offer a more streamlined experience compared to launching separate apps. This convenience factor could potentially differentiate X in the market.



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