The luxury British fashion house - which is synonymous with models including Kate Moss, Cara Delevingne and Suki Waterhouse - has joined forces with Apple Pay for R Message, which will be available for invitation-only to their loyal customers and is basically their own version of WhatsApp.
Mark Morris, vice president of digital commerce at Burberry, told WWD.com: "We can offer that luxury concierge experience with this tool.
"It has all the basic functionality of WhatsApp, but you're layering on extra elements that are specific to a luxury relationship.
"You're also doing it in an environment where you own the relationship and it's also secure in a way that it isn't within a generalist chat platform."
Burberry will reportedly pilot R Message at its flagship store in Manchester, before launching the service worldwide.