Overview
- WhatsApp is testing a new “Offers & Updates” folder with select WhatsApp Business Platform partners that will automatically move messages from larger businesses after a set delay, with trial timings of up to 24 hours.
- The feature is limited to messages from large business accounts for now, and WhatsApp says it may consider adding small-business messages later based on the test results.
- Users can turn the folder off in settings so business messages stay in the main chat list, but they cannot change the automatic timing that moves messages into the folder.
- Meta highlights that the test responds to rising business message volume driven in part by paid messaging and the June rollout of AI business agents, which are already used by over one million businesses.
- WhatsApp positions the folder as a way to keep discount codes and delivery updates out of personal timelines, a change that could reduce clutter but also raise questions about message discoverability and user control.