I like Zwift and I expect it to get huge as time goes by. Especially during the winter months.
In almost every online game, there are groups of some sort available. Most MMORPGs have guilds which would be akin to a race team. But they also have groups which would be like a group ride.
One of the local bike shops has a trainer ride once or twice a week in the winter. With Zwift, they could still have that but also have a Zwift group. You log in, look for the group and jump in with the group.
Also as in MMPRPGs, there are different chat windows with filters. There are typically ones like general, Guild/Team, and Group chat windows.
I see Zwift making a big difference in my Winter trainer riding habits. No more staring at the wall mindlessly pedaling listening to music or the trainer hum.