Wrong question. Thais are not "polite" to friends, they are "polite" to strangers.
Answer to the question:
Yes. Thais use it with friends and family.
It's not exactly very sweet and charming, but sweet and charming language is for strangers, not for friends and family.
Thais don't end a phone call to a business, a grab driver or an office with this phrase.
I hardly use it on the phone.
I do use it when I order things (like Groongthep said).