WhatsApp Inbox Overhaul: Business Messages Get New Folder

Meta is piloting a new feature on WhatsApp designed to alleviate inbox clutter. Large businesses, such as banks and airlines, may soon have their messages automatically redirected to a dedicated 'Offers & Updates' folder. This initiative, currently in testing with select partners of the WhatsApp Business Platform, aims to streamline user inboxes.

Messages could be moved to this new folder after a period of up to 24 hours, according to Meta's tests. While users can opt out of this sorting, direct control over when messages are automatically moved is not provided. This move is intended to make discount codes and delivery updates less intrusive, while ensuring business communications are still accessible in a specific location.

This feature excludes small businesses and individual accounts using WhatsApp Business for now, though future expansion is possible. WhatsApp has previously implemented measures against spam, including opt-out options for marketing messages and limits on broadcast messages. These efforts underscore WhatsApp's ongoing challenge to balance personal and business communication on its platform, especially with the recent global rollout of AI business agents.