This emoji has a slightly different feel from the broadly smiling 😊 (Smiling Face with Smiling Eyes). It's more often used to convey a shy or humble smile, or a sense of relaxed happiness.

Actually, the feel of this emoji used to vary greatly depending on the OS or platform. While it was once considered a bit awkward, it now gives a friendly impression to everyone. It's perfect for conveying warmth when you're feeling bashful from a compliment or sending a kind greeting.