Facebook’s enterprise communications platform, Workplace, now has seven million paid subscribers, representing a 40% increase year-on-year.

Launched in 2016, Workplace has traditionally been one of Facebook’s lowest-earning business units, often counted alongside the likes of Oculus and Portal under the “other” section of its financial results.

However, its steady growth and brand association has helped it secure some high profile customers, including the likes of Spotify and Starbucks – although it still lags behind market rivals Slack and Microsoft Teams.

“We built Workplace as an internal version of Facebook to run our own company, and it was so useful we started letting other organisations use it too, including everyone from Spotify to Starbucks to the World Health Organisation,” CEO Mark Zuckerberg said in a Facebook post on Tuesday. “More companies are starting to use our virtual reality tools for work as well, and I’m excited to build more new ways for people to work together that weren’t possible before.”

Microsoft Teams revealed last month that it has surpassed 145 million daily active users – a yearly increase of 93%. Slack no longer reveals user numbers but, as of September 2019, the company recorded 12 million daily active users, almost double that of Facebook’s Workplace.

As it looks to continue increasing users, Workplace has also announced a few new features, such as a live Q&A function and an integration with Microsoft 365 and Google G Suite’s calendar. There are also ‘diversity-focused’ updates, such as emojis with different skin tones and a service that allows users to show their colleagues the correct way to pronounce their name.

The feature offers phonetic spellings.