Message signing and verification is one of the quirks included in Bitcoin clients, although it isn’t used as much, this quirk can help you in different situations like proving the ownership of an address, proving a payment to a real world vendor or like a simple proof of an anonymous identity and avoiding fraud.
Currently this only works with P2PKH addresses (legacy addresses starting with a 1), leaving out a standard way to do it with P2SH or any different type of segwit addresses. Note that there exist some non-standard implementations with limited functionnality.
One of the main features intended for Bitcoin in the future is a native support for multisig payments and coinjoins, they are currently supported by the Blockchain but not in a native way and as such they do not have as much efficiency and privacy as desired. This is going to be the main focus of the next major update in Bitcoin, changing the signature scheme to Schnorr Signatures.
As a simplified alternative to Pay-to-Endpoint (P2EP - Pay-to-Endpoint), developer Ryan Havar proposed a BIP for a new coinjoins protocol that does not need changes to the current Bitcoin consensus and provides a simple, practical way to make coinjoin transactions that are indistinguishable from normal ones.