Meta Tests New Business Message Folder in WhatsApp

What happened

WhatsApp has started testing a feature that automatically moves messages from large businesses into a separate folder called Offers & Updates. When users receive a message from a major business such as a bank or airline, the platform will shift that message out of the main chat timeline after a set duration. The company is testing different time windows, up to 24 hours, before messages are relocated. Users can disable the feature if they prefer all messages to remain in the main inbox, though they cannot control the exact timing of when messages move. The test is currently limited to select partners using the WhatsApp Business Platform, and small businesses or individual WhatsApp Business accounts are not yet included. Meta indicated it may expand the feature based on early results.

Why it matters

This development addresses a growing challenge as WhatsApp increasingly serves as a business communication channel. During Meta's recent earnings call, CEO Mark Zuckerberg disclosed that other revenue in the family of apps segment crossed $1 billion, driven largely by WhatsApp paid messaging and subscriptions. As more businesses use the platform to reach consumers, user inboxes have become cluttered with promotional offers, delivery updates, and discount codes, making it harder to locate personal and group messages. The new folder aims to preserve user experience while supporting the business messaging revenue stream that has become a significant growth driver for Meta. For businesses, the dedicated folder means their messages are easier to find rather than getting lost among personal chats, potentially improving engagement with promotional content.

Bigger picture

WhatsApp has been systematically addressing business message spam over the past few years. In 2024, it introduced unsubscribe options for marketing messages. In 2025, it limited the number of broadcast messages businesses could send within a timeframe. Later that year, it further restricted how many messages businesses could send without receiving a user response. The new folder represents the latest step in this ongoing effort to balance commercial activity with user satisfaction. The timing is particularly relevant as WhatsApp rolled out AI business agents globally, with over 1 million businesses already using them for sales, marketing, and customer support. With more than 3 billion users on the platform, managing the ratio of personal to business messages becomes critical to preventing the app from becoming overwhelmed by automated commercial content.

What to watch

Monitor whether WhatsApp expands this feature beyond the initial test partners to include smaller businesses and individual WhatsApp Business accounts. Watch for user reaction regarding the lack of granular control over message filtering and timing. Pay attention to how the feature affects business engagement metrics, particularly for companies relying on WhatsApp for customer communication. Observe whether Meta introduces additional controls that let users customize which senders get filtered or adjust timing preferences. Also track the continued growth of AI business agents on the platform and whether automated messaging creates new challenges that require further inbox management tools.