📱WhatsApp Tests Business Message Folder for Offers & Updates
Business messages getting a new home in your WhatsApp inbox
TL;DR
WhatsApp is testing a new feature to move business messages into a separate folder called 'Offers & Updates', allowing users to manage their inbox better. Businesses using the Business Platform are being tested first, with small businesses and individual accounts exempt.
WhatsApp is rolling out a new feature that moves business communications from larger companies into a dedicated 'Offers & Updates' folder. This move aims to declutter user inboxes by allowing them to control how these messages appear. Businesses using the WhatsApp Business Platform are being tested first, with small businesses and individual accounts exempt for now. The company is experimenting with different durations up to 24 hours before moving messages to this new folder. Users can opt-out of this setting if they prefer their inbox as-is. This change could significantly impact how users interact with business communications on WhatsApp, especially those who receive a high volume of such messages. It's particularly relevant for businesses using the AI agents that have seen an uptick in conversions and customer support efficiency since June 2023. WhatsApp has over 1 billion monthly active users engaging with its family of apps, including WhatsApp itself which boasts 3 billion users globally. The company is also testing limits on broadcast messages to prevent spamming.
Key Points
Meta's family of apps segment crossed $1 billion in Q2 2026 revenue
WhatsApp is testing moving business messages into a 'Offers & Updates' folder, up to 24 hours before moving them
Users can turn off the setting that automatically moves messages to the new folder
Over 1 million businesses globally use WhatsApp's AI agents since June 2023
WhatsApp has over 3 billion users and is testing limits on broadcast messages
Why It Matters
If you're a business using WhatsApp Business Platform, this feature could change how your communications are received by customers. Larger businesses may see their messages moved to the 'Offers & Updates' folder, affecting user engagement unless they opt-out of the setting. However, small businesses and individual accounts remain unaffected for now.
Frequently Asked Questions
Why does this matter?
If you're a business using WhatsApp Business Platform, this feature could change how your communications are received by customers. Larger businesses may see their messages moved to the 'Offers & Updates' folder, affecting user engagement unless they opt-out of the setting. However, small businesses and individual accounts remain unaffected for now.
What happened?
WhatsApp is testing a new feature to move business messages into a separate folder called 'Offers & Updates', allowing users to manage their inbox better. Businesses using the Business Platform are being tested first, with small businesses and individual accounts exempt.
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