WhatsApp Testing New Folder for Messages from Large Businesses
Meta's WhatsApp is testing a new feature that automatically moves messages from large businesses, such as banks and airlines, into an 'Offers & Updates' folder after a set number of hours. This aims to reduce inbox clutter caused by business communications, making it easier for users to find personal chats. The company is experimenting with different timeframes—up to 24 hours—for moving these messages, though users can disable the feature if they prefer all messages in their main timeline. The initiative aligns with WhatsApp's broader efforts over recent years to combat business message spam and improve user experience. In previous updates, it introduced options for unsubscribing from marketing messages and limiting broadcast frequency. While this new folder may help reduce clutter, users still lack full control over filtering out unwanted communications. The feature is currently being tested with select partners on the WhatsApp Business Platform before potential wider rollout. Meta's CEO Mark Zuckerberg highlighted during Meta’s Q2 2026 earnings call that other revenue from apps like WhatsApp has surpassed $1 billion, largely driven by paid messaging and subscriptions.
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Topics: Earnings Call Meta Product Feature Update User Experience WhatsApp