WhatsApp is testing a feature that automatically moves messages from large businesses into a separate “Offers & Updates” folder, according to TechCrunch. The test is intended to keep promotional offers, delivery notices and other business communications from crowding users’ main chat timelines.
The feature comes as paid messaging and subscriptions contribute more revenue to WhatsApp’s parent company. During Meta’s second-quarter 2026 earnings call, chief executive Mark Zuckerberg said other revenue within the Family of Apps segment had exceeded $1 billion, largely because of WhatsApp paid messaging and subscriptions.
Messages Could Move Within 24 Hours
When a user receives a message from a large business, WhatsApp will automatically transfer it to the Offers & Updates folder after a set period. Meta is testing several time limits, with messages potentially remaining in the main timeline for up to 24 hours before being moved.
Users can disable the feature if they want all business messages to remain in their main chat list. However, users who leave it enabled cannot choose how long each message stays in the main timeline before WhatsApp relocates it.
Meta said the folder could make discount codes and delivery updates easier to locate while reducing the number of business messages shown beside personal and group conversations. Businesses may also benefit because users will have a specific place to look for their updates instead of searching through all chats.
Initial Test Limited to Larger Businesses
WhatsApp is initially testing the folder with selected partners that use the WhatsApp Business Platform. The platform is designed for companies that communicate with customers at scale, including banks, airlines and other large organisations.
Small businesses and individual accounts using the WhatsApp Business app are not included in the initial test. WhatsApp said it may consider placing their messages in the Offers & Updates folder in the future, depending on what it learns from the current trial.
WhatsApp Continues Limiting Unwanted Messages
WhatsApp has introduced several controls aimed at reducing unwanted business communications. In 2024, it began allowing users to unsubscribe from marketing messages, while later measures limited broadcast messages and the number of messages businesses could send without receiving a response.
The unsubscribe and broadcast limits have been fully released, while WhatsApp continues to adjust the restriction on unanswered messages. Meta has also said users can manage which businesses are allowed to contact them and change their chat preferences.
Business messaging is expected to grow as Meta expands automated customer service tools. The company made its business AI agents broadly available in June, with more than one million businesses already using them across WhatsApp and Messenger.
Zuckerberg cited Brazilian car rental company Movida during the earnings call, saying it had increased conversions and handled more customer support issues through AI agents. Businesses can use these agents for sales, marketing and customer support conversations.
Featured image credits: Wikimedia Commons
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