The Messaging Platform powers Spotify’s communications to over a billion users — from push notifications to emails and in-app messages that connect listeners to the content they love. Within this space, the Paloma squad focuses on message optimization: deciding which message reaches which user, through which channel, and at what moment.
We’re evolving how messaging works at Spotify — moving from short-term optimization toward systems that understand long-term user journeys. By combining reinforcement learning approaches with deeper domain signals, we’re expanding how machine learning shapes the entire messaging funnel.