Twitter announced that it is dropping the 140-character limit for direct messaging (DM) on its social network. The new limit allows for 10,000 characters — a welcome change for brands that use Twitter as a customer service tool.

The change has begun rolling out on, iOS and Android apps, TweetDeck and Twitter for Mac and will continue to roll out worldwide in the next few weeks.

Public tweets — and tweets from private accounts — will continue to be limited to the 140-character standard.