As ByteDance approaches the latest U.S. deadline to sell TikTok or face being banned here, it continues to add new features, with barely a ripple of news concerning a sale. The legislation that contained the sales clause became law in April 2024. The most recent of several extensions was issued in June, pushing the deadline to September 17. In July Reuters reported a deal was “close,” with TikTok building a new U.S. version of its app ahead of a planned sale “to a group of investors.” Now the platform is adding voice notes to DMs and image uploads in chats. Up to nine images or video clips can be added to individual or group chats.

TechCrunch says the image attachments along with the ability to add minute-long voice notes shows TikTok is “positioning itself as more than just an entertainment platform, aiming to become a place where users interact regularly.”

Members of Gen Z in particular are embracing TikTok for communication, TechCrunch notes, linking an April NPR article about the younger cohort’s increasing use of conversations that blend private or semi-private messages with public content.

Social Media Today explains the audio recording and attachment is facilitated through “a simple UI” that involves the click of a button, cautioning users to “be careful,” because as soon as the microphone button is released, the message is sent (but can be recalled within three minutes as a remedy).

WebProNews says the new features are “rolling out globally to boost engagement” and make TikTok more competitive with “private communication rivals Instagram and WhatsApp.”

The messaging initiative marks a “pivotal shift” for TikTok, which has “traditionally focused on public content creation” according to WebProNews.

Accordingly, it might be part of the reimagined U.S. version of itself mentioned by Reuters in a report that said President Donald Trump “pretty much” had a deal in place for sale of a majority interest in the Chinese-owned short-form social video app to U.S. investors.

Reuters said Trump planned to “start talking to China” regarding the offer within days. But aside from The Information article that tipped off Reuters things have been quiet in the intervening period.