Pinterest announced the addition of a new messaging feature, which allows users to reply to someone when they shoot them a pin. You can reply back with text or with another pin.

Users can also now send pins and messages to multiple people at once.

“Say you’re organizing a camping trip with friends—try sending Pins to the whole gang so you can figure out where to go and what meals to make,” explains product designer Tom Watson. “If you need a reminder of who’s bringing what, just pull up the conversation right from your notifications.”

“We hope this will help you plan projects, swap creative ideas and share your best discoveries with each other,” he adds.

It’s interesting to see Pinterest add a new social feature, as most of its recent efforts have been focused on search and business. In fact, the topic of social was hardly discussed in a recent Atlantic interview with co-founder Evan Sharp. It was pretty much all about search and discovery.

Many people still think about Pinterest as a social service, and this shows that the company still considers human interaction to be a big part of what it has to offer, even if Pinterest is really all about “you” rather than your friends, as Sharp indicated.

Messaging services are obviously all the rage these days, so it’s probably smart of Pinterest to build this into its own product, as to not get left behind on that front.

The company also mentioned that people send over two million pins every day.

Image via Pinterest