Pinterest has just rolled out a new messaging feature that allows members (or "pinners as the service calls them) to send private messages back and forth.

The new feature, which is rolling out on the web and the service's iOS and Android apps, would require you to first send a pin before unlocking the ability to have a normal chat conversation.

In a blog post, the company said that it hopes that the private message tool would help users "to plan projects, swap creative ideas and share your best discoveries with each other." That seems like a lofty purpose for a messaging feature. To most of us, this would probably be a vessel for sending funny memes and carrying on mundane conversations about work, just like any other chat service. 

"Every day, people send more than two million Pins. Sending a Pin is a great way to let someone know you found something they'd love. We wanted to make it easier for you to have a good old fashioned conversation about those Pins," Tom Watson, Pinterest's Product Designer, said in a press release.   

Pinterest first introduced the ability to send pins last year. While it was a welcome addition to the service, it did have its limitations. Pinterest did not offer a built-in feature to respond to pins. To send a snide comment or a simple "LOL" to what your friend sent, you needed to write an email, which just feels wrong considering there are so many chat apps in existence. The new messaging capability solves that problem and takes out the need to use a different service.   

However, the best thing about the messaging feature may be the ability to include multiple people in a conversation. This is particularly convenient when organizing a trip or planning an event. "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," Watson said.

Pinterest's new messaging feature comes shortly after rival Facebook took out a similar function from its mobile app to force users onto a stand-alone Messenger app. The Messenger app has since been the subject of controversy over its terms of service, due to provisions that allowed Facebook to take pictures and record audio on your phone without your consent.