Key facts
- WhatsApp is testing a new feature to automatically move messages from large businesses into a separate folder.
- The new folder is named "Offers & Updates".
- Messages will be moved after a set duration, potentially up to 24 hours.
- Users can opt out of this feature entirely.
- The feature is currently being tested with select partners on the WhatsApp Business Platform.
- Small businesses and individual accounts are exempt from this feature.
WhatsApp is piloting a new feature designed to declutter user inboxes by automatically relocating messages from large businesses into a dedicated "Offers & Updates" folder. This initiative, revealed exclusively to TechCrunch, aims to enhance user experience by separating promotional content, such as discount codes and delivery notifications, from personal and group chats. The messages would be moved after a set period, potentially up to 24 hours, though users will have the option to disable the feature entirely. Meta reported that WhatsApp's paid messaging and subscriptions contributed significantly to its "family of apps" segment revenue, which surpassed $1 billion in Q2 2026. Currently, the feature is being tested with select partners on the WhatsApp Business Platform and does not apply to small businesses or individual accounts. This move follows previous efforts by WhatsApp to combat business message spam, including options for users to unsubscribe from marketing messages and limitations on broadcast message frequency. The company is also expanding its AI business agents, with over 1 million businesses already utilizing them for sales, marketing, and support.