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WhatsApp is testing a new folder for messages from large businesses

WhatsApp is testing a new 'Offers & Updates' folder to separate messages from large businesses, aiming to reduce inbox clutter. During the Q2 2026 earnings call, Meta revealed this feature is designed to help users manage messages from companies like banks and airlines more effectively, while businesses benefit from increased visibility of their communications. Testing is ongoing with select partners.

Key points

  • Meta announced over $1 billion in revenue from WhatsApp paid messaging and subscriptions.
  • The new feature automatically moves messages from large businesses to a separate folder after receiving them, helping to reduce clutter.
  • Users can toggle this feature off if they prefer messages in the main timeline but cannot control when messages are moved automatically.
  • WhatsApp's goal is to make communication smoother by consolidating messages from established companies, improving user experience.
  • Small businesses and individual accounts are currently exempt from this feature, which may change in the future.
  • WhatsApp has previously implemented measures to reduce spam from business accounts, including subscription options and message limits.
  • The introduction of AI agents for hundreds of thousands of businesses reflects a trend towards AI integration in customer service and marketing.

Why it matters

  • The move towards business message segregation aligns with current trends in digital communication where user experience is prioritized.
  • Meta's previous efforts to limit unsolicited marketing messages reflect wider industry practices as apps aim to enhance user satisfaction.
  • The push for utilizing AI within WhatsApp could correlate with the increasing reliance on AI for customer interactions across various platforms as of 2025.

Overall, WhatsApp's testing of the 'Offers & Updates' folder indicates an adaptive approach to managing business messages, balancing user preferences and business utility, which could significantly improve user experience and engagement.