Burberry is launching a personal messaging service for their VIP customers.

Kate Moss in Burberry

Kate Moss in Burberry

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.