WhatsApp is testing a new folder for messages from large businesses
WhatsApp is testing a new 'Offers & Updates' folder to automatically categorize messages from large businesses. The feature aims to reduce inbox clutter for users while helping businesses organize their communications.
Why it matters
This update reflects Meta's ongoing strategy to monetize WhatsApp through business messaging while balancing user experience and spam concerns.
During Meta’s Q2 2026 earnings call, Mark Zuckerberg said that other revenue in the family of apps segment crossed $1 billion, largely thanks to WhatsApp paid messaging and subscriptions.
As more businesses use WhatsApp to reach consumers, users’ inboxes often get cluttered, making it hard to find personal and group messages. Meta is now trying out a new feature where it will place messages from larger businesses like banks or airlines in a separate folder, TechCrunch has learned exclusively.
When a user receives a message from a large business, WhatsApp will automatically move that message to a new “Offers & Updates” folder after a set number of hours. The company said it is testing different durations, up to 24 hours, to move messages to a new folder.
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