WhatsApp Tests Dedicated Business Messages Folder
WhatsApp is testing a new inbox feature that automatically separates messages from large businesses into a dedicated “Offers & Updates” folder. The feature aims to reduce inbox clutter while keeping promotional notifications, delivery alerts, and service updates accessible without interrupting personal conversations. Consequently, users may find it easier to manage chats from banks, airlines, retailers, and other major brands.
The test follows Meta’s continued investment in WhatsApp Business. During Meta’s second-quarter 2026 earnings call, CEO Mark Zuckerberg said revenue from the company’s “other” category surpassed $1 billion, driven largely by WhatsApp paid messaging and business subscriptions. Moreover, Meta is expanding business communication tools while trying to preserve a cleaner messaging experience for consumers.
Offers & Updates Folder Reduces Inbox Clutter
Under the current test, messages from large businesses automatically move to the new folder after a predefined period. Meta is evaluating different time intervals, including up to 24 hours after a message arrives. Therefore, users still receive important notifications immediately, but promotional and informational messages eventually leave the main chat list.
Users who prefer the existing experience can disable the feature entirely. However, they cannot manually choose how long messages remain in the primary inbox before WhatsApp moves them. In addition, the test currently applies only to large enterprises using the WhatsApp Business Platform. Small businesses and individual accounts using the standard WhatsApp Business app are not included.
Business Messaging Continues to Expand
Meta expects business messaging to become an increasingly important source of revenue. Consequently, the company is introducing features that balance commercial communication with a better user experience. Earlier updates included marketing message controls, subscription tools, and AI-powered business assistants. The new folder extends that strategy by organizing enterprise messages without preventing businesses from reaching customers.
The feature also reflects growing use of WhatsApp by large organizations for customer support, appointment reminders, travel updates, banking alerts, and e-commerce notifications. As more businesses adopt the platform, automated organization tools are becoming more important for maintaining an uncluttered inbox.
Meta Balances Monetization With User Experience
The new folder remains in testing and has not yet received a public release date. Therefore, Meta may adjust its behavior based on user feedback before a broader rollout.
If introduced globally, the feature could become a key part of WhatsApp’s long-term business messaging strategy. By separating enterprise updates from personal conversations, Meta aims to support growing commercial activity on the platform while keeping everyday messaging organized for billions of users.
