Popular blogging platform Tumblr has launched a instant messaging feature within its web version and iOS and Android apps.
However, not all users will have instant access to Tumblr Messaging thanks to a staged rollout, only those who have a 'smiley balloon' on their screen can use the feature for now.
Unlike the current 'Ask' feature, threaded messaging cannot be made anonymous, although only information the other user shares about themselves on their page will be available.
While any blog will able to message you, there is an option to limit it to only those you follow. Anyone who you have previously blocked will not be able to message you.
Tumblr Messaging is set to eventually replace Fan Mail but the Ask and Submission features will not change. Some users have reacted negatively to the news that it will replace Fan Mail, but, others are optimistic about the ability to interact in real time.
The company suggested that the launch of the Messaging service is only the beginning of its plans around instant communications. In time, the company may add support for other things including GIFs and video.
Tumblr users have been requesting a messaging system since Yahoo’s $1.1bn takeover in May 2013.