WhatsApp Tests New ‘Offers & Updates’ Folder To Organize Business Messages

WhatsApp is testing a new feature that automatically separates messages from large businesses into a dedicated folder, offering users a cleaner chat experience as commercial messaging continues to grow on the platform.

The feature comes as Meta reported strong growth in WhatsApp's business services. During the company's second-quarter 2026 earnings call, CEO Mark Zuckerberg said revenue from the "other" category within the Family of Apps segment surpassed $1 billion, driven largely by WhatsApp paid messaging and subscription services.

With more companies using WhatsApp to communicate with customers, promotional offers, shipping notifications, and service updates have become increasingly common. To help manage these conversations, WhatsApp is introducing a new "Offers & Updates" folder for qualifying business messages.

WhatsApp Tests Automatic Business Message Sorting

Under the feature currently being tested, messages from larger businesses—such as banks, airlines, and other major organizations—will automatically move from the main chat list into the new folder after a predetermined period.

WhatsApp said it is experimenting with different time intervals before messages are relocated, with the maximum delay currently being up to 24 hours.

Users who prefer to keep business conversations in their primary chat list can disable the feature. However, they cannot choose how long messages remain in the main inbox before they are automatically moved.

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According to Meta, relocating promotional offers, discount codes, and delivery notifications to a separate folder helps keep users' primary conversations less crowded while still making business messages easy to find when needed.

The company has begun testing the feature with a limited number of partners using the WhatsApp Business Platform and plans to expand availability based on the results.

For now, the change only applies to larger businesses. Small businesses and individual accounts using WhatsApp Business are not included in the current test, although WhatsApp said it may explore extending the feature to smaller businesses in the future.

Meta Continues Efforts To Reduce WhatsApp Business Spam

The latest test follows several initiatives WhatsApp has introduced over the past few years to limit unwanted business messaging.

In 2024, the platform introduced the ability for users to unsubscribe from marketing messages sent by brands. It later imposed limits on the number of broadcast messages businesses and individuals could send within a given period.

In October 2025, WhatsApp also began limiting the number of messages businesses could send without receiving a response from users. The company said the first two measures have been fully rolled out, while the third continues to be refined.

AI Business Tools Drive WhatsApp's Commercial Growth

WhatsApp's business ecosystem continues to expand alongside its AI offerings.

The company made its AI business agents available worldwide in June, and more than one million businesses are already using them. During Meta's earnings call, Zuckerberg cited Brazilian car rental company Movida as an example, saying it has experienced improved conversions and more efficient customer support through AI-powered agents.

As more businesses adopt AI for customer service, sales, and marketing within WhatsApp, the platform is continuing to develop features designed to organize commercial conversations while maintaining a streamlined messaging experience for its more than 3 billion users.