WhatsApp is experimenting with a new feature aimed at decluttering users’ inboxes by automatically organizing messages from large businesses into a separate folder titled ‘Offers & Updates.’ This initiative seeks to streamline the user experience as the platform continues to expand its business messaging services.
As businesses increasingly utilize WhatsApp to communicate with customers, users often find their personal and group chats interspersed with promotional messages, delivery updates, and other business communications. To address this, WhatsApp’s new feature will automatically relocate messages from sizable enterprises—such as banks and airlines—to the ‘Offers & Updates’ folder after a predetermined period, which is currently being tested at intervals up to 24 hours.
Users who prefer to keep all messages within their main chat timeline have the option to disable this setting. However, the automatic transfer of messages to the new folder is managed by WhatsApp, and users cannot manually adjust the timing of this process.
For businesses, this feature offers a dedicated space where their messages are less likely to be overlooked, potentially enhancing customer engagement. WhatsApp is initially testing this functionality with select partners on its Business Platform, with plans to expand based on user feedback and performance metrics. At present, messages from small businesses and individual accounts using WhatsApp Business are not affected by this change, though future inclusion is under consideration.
This development is part of WhatsApp’s broader strategy to balance the growing volume of business communications with user experience. In 2024, the platform introduced options for users to unsubscribe from marketing messages from brands. Subsequently, in 2025, WhatsApp implemented limits on the number of broadcast messages businesses and individuals could send within a specific timeframe. Additionally, in October 2025, the company restricted the number of messages businesses could send without receiving a response from users. While the first two features have been fully rolled out, the third is still undergoing refinement.
Despite these measures, many users continue to experience inbox congestion due to business messages. The introduction of the ‘Offers & Updates’ folder represents another step toward mitigating this issue. However, its effectiveness will largely depend on user adoption and the provision of more granular controls over message filtering.
In June 2026, WhatsApp expanded its AI business agents globally, with over a million businesses integrating these tools to enhance customer interactions. During Meta’s Q2 2026 earnings call, CEO Mark Zuckerberg highlighted the success of Brazil’s car rental company Movida, which reported increased conversions and improved customer support through the use of AI agents. As more businesses adopt AI-driven communication within WhatsApp, the platform faces the challenge of maintaining a balance between personal and business messages to prevent user experience degradation.
As WhatsApp continues to evolve its business messaging capabilities, the introduction of features like the ‘Offers & Updates’ folder underscores the platform’s commitment to enhancing user experience amidst growing commercial activity. Users should stay informed about these changes and explore available settings to tailor their messaging environment to their preferences.
