Twitter has made quite a few changes over the past few weeks, in an attempt to streamline its service and make it easier to pair with brands. Back in December, it made a killing with Star Wars-based emojis; and it recently pondered the idea of introducing an algorithmic timeline, so it would be set up in a similar manner to its biggest competitor, Facebook.

Today, the company debuted some brand-friendly new options: the ability to integrate a private message button into their tweets. This lets users initiate conversations based on something they see on the site. For instance, movie studios can debut trailers, then get people talking about them. Delta and StarBucks are already on board with the program, and several vendors, like Hootsuite and Sprinklr, are looking to mix it in as well.

In addition, the site will soon introduce a feedback option, which will enable marketers to ask users about customer service interactions. There are already a number of companies that try to interact with consumers based on experiences (like @Xboxsupport for Microsoft’s Xbox console), but this would indicate that Twitter is looking to take such an experience to the next level, helping companies out even further. With private messaging, users can share more sensitive information without it being seen in public.

While these features may benefit Twitter in building partnerships with brands and other potential clients, there is a bit of concern lingering in the back of some peoples’ minds. With some of these business moves, even though the site may see a profit, it could be turning it into a “pay to play” site?

There has already been some uproar over some changes, like the removal of wallpaper from users’ sites (likely to make room for potential ads) and the algorithm timeline. Twitter CEO Jack Dorsey was quick to quell fears, but still remained cryptic in regards to their inclusion.

He also assured that the social front of Twitter would remain in place, rather than delving full-on into business practices.

However, even small changes have some users feeling that the platform is becoming worse. Back in November, the company made a small change to the “favorite” system on the site, changing them to “likes” – such as Facebook uses. As a result, there was a huge outcry, with most users indicating they liked Twitter the way it was.

Following this change, Fortune writer Matthew Ingram made a note on the change to some of Twitter’s business tactics. “A lot of what Twitter is now didn’t come from the company at all, but from its loyal and passionate, and in many cases irritating users. So then how much attention should it pay to the concerns of those users now, when it is trying to broaden the reach and appeal to new kinds of audiences? There’s no easy answer to that one.”

Whether Twitter’s new approach to cater to businesses while keeping its avid userbase intact will be effective has yet to be seen. The small changes thus far haven’t had too big an impact, but if it does indeed lean more towards the “pay to play” style of approach, it’s hard to tell just how social they’ll continue to be. At least Dorsey remains optimistic.

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