Amazon is launching a new group video or audio calling feature for Echo devices today, just in time for the holidays. Originally announced back in September, group calling will allow up to seven participants to join an audio or video call on supported Echo devices like the Echo, Echo Dot, and Echo Show.

Echo owners will be able to create and name groups using the Alexa app, and Amazon is also planning to support group calling through its Alexa app soon. You’ll be able to add adult contacts into groups, and friends and family will have to opt in to be part of group calling. This new feature also supports Alexa commands like “Alexa, call my family” to connect to a group you’ve created.

Echo group calling could be a good alternative to Zoom and other video calling services. There are no limits on call times, allowing Echo owners to make or receive voice and video calls freely. Without the Alexa app supporting group calling, it’s limited to requiring hardware for now, though. Zoom has started lifting its 40-minute meeting limit for several upcoming holidays, and rivals like Microsoft Teams have also made all-day video calling free without limits via the web. Google also offering unlimited Meet calls until March 2021.

Amazon is launching its group calling feature today in Austria, Australia, Brazil, Canada, France, Germany, India, Ireland, Italy, Mexico, New Zealand, Spain, the US, and the UK.