{"id":3491457,"date":"2026-07-31T14:39:43","date_gmt":"2026-07-31T14:39:43","guid":{"rendered":"https:\/\/techingeek.com\/index.php\/2026\/07\/31\/whatsapp-is-experimenting-with-a-new-directory-for-messages-from-major-companies\/"},"modified":"2026-07-31T14:39:43","modified_gmt":"2026-07-31T14:39:43","slug":"whatsapp-is-experimenting-with-a-new-directory-for-messages-from-major-companies","status":"publish","type":"post","link":"https:\/\/techingeek.com\/index.php\/2026\/07\/31\/whatsapp-is-experimenting-with-a-new-directory-for-messages-from-major-companies\/","title":{"rendered":"WhatsApp is experimenting with a new directory for messages from major companies."},"content":{"rendered":"
<\/div>\n
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During Meta\u2019s Q2 2026 earnings call, Mark Zuckerberg announced that the other revenue in the apps family segment surpassed $1 billion, primarily due to paid messaging and subscriptions on WhatsApp.<\/p>\n

As more companies utilize WhatsApp to connect with customers, users often find their inboxes overflowing, complicating the retrieval of personal and group messages. TechCrunch has exclusively learned that Meta is experimenting with a new feature that will categorize messages from larger businesses, such as banks and airlines, into a separate folder.<\/p>\n

When a large business sends a user a message, WhatsApp will automatically relocate that message to a newly created \u201cOffers & Updates\u201d folder after a designated number of hours. The company indicated it is assessing various durations, extending up to 24 hours, for moving messages into this new folder.<\/p>\n

Users who favor having their messages visible in the timeline can disable this feature. However, they will not have control over the timings of the automatic message relocation.<\/p>\n

With this new feature, Meta claims that messages, such as discount codes or delivery notifications, can be cleared from the inbox within a few hours, leading to a less cluttered main chat timeline. For businesses, this allows users to easily locate their messages in a specific folder rather than having them lost among all other chats.<\/p>\n

WhatsApp has begun testing this feature with select partners utilizing its WhatsApp Business Platform, with plans to broaden the rollout based on the outcomes of these tests. Currently, small businesses and individual accounts utilizing WhatsApp Business are not included in this feature. WhatsApp mentioned it may consider integrating business messages from small enterprises into the new \u201cOffers & Updates\u201d folder in the future.<\/p>\n

In recent years, WhatsApp has implemented measures to minimize spam from business messages. In 2024, it enabled users to opt-out from marketing communications from brands. The previous year, it restricted the quantity of broadcast messages businesses and individuals could send within a specific timeframe. As of October 2025, it further limited the number of messages businesses could send without receiving a response from users. The first two features have been fully launched, while the third is still undergoing iterations.<\/p>\n

Even with these advancements, the WhatsApp inbox can seem overwhelming. Based on my experience, I’ve had days where I’ve wiped clean unread messages at the beginning of the day only to end up with 30-40 additional unread messages. Even now, over half of my unread messages consist of business communications. I\u2019m not the only one feeling this way.<\/p>\n

The upcoming feature might alleviate some of the clutter, but it won\u2019t be fully effective until users can manage the filtering of messages from the main inbox.<\/p>\n

WhatsApp globally released its AI business agents in June, with more than 1 million businesses already taking advantage of them. During the earnings call, Zuckerberg referenced Brazil\u2019s car rental service Movida, stating that it has experienced increased conversions and better handling of customer support issues via AI agents. In the next few months, we might see more businesses utilizing AI within WhatsApp for various sales, marketing, and support scenarios. A messaging app with over 3 billion users must find a balance between personal and business communications to avoid becoming a platform for AI-generated spam.<\/p>\n<\/div>\n

When you buy through links in our articles, we may receive a small commission. This does not impact our editorial independence.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

<\/div>\n
\n

During Meta\u2019s Q2 2026 earnings call, Mark Zuckerberg announced that the other revenue in the apps family segment surpassed $1 billion, primarily due to paid messaging and subscriptions on WhatsApp.<\/p>\n

As more companies utilize WhatsApp to connect with customers, users often find their inboxes overflowing, complicating the retrieval of personal and group messages. TechCrunch has exclusively learned that Meta is experimenting with a new feature that will categorize messages from larger businesses, such as banks and airlines, into a separate folder.<\/p>\n

When a large business sends a user a message, WhatsApp will automatically relocate that message to a newly created \u201cOffers & Updates\u201d folder after a designated number of hours. The company indicated it is assessing various durations, extending up to 24 hours, for moving messages into this new folder.<\/p>\n

Users who favor having their messages visible in the timeline can disable this feature. However, they will not have control over the timings of the automatic message relocation.<\/p>\n

With this new feature, Meta claims that messages, such as discount codes or delivery notifications, can be cleared from the inbox within a few hours, leading to a less cluttered main chat timeline. For businesses, this allows users to easily locate their messages in a specific folder rather than having them lost among all other chats.<\/p>\n

WhatsApp has begun testing this feature with select partners utilizing its WhatsApp Business Platform, with plans to broaden the rollout based on the outcomes of these tests. Currently, small businesses and individual accounts utilizing WhatsApp Business are not included in this feature. WhatsApp mentioned it may consider integrating business messages from small enterprises into the new \u201cOffers & Updates\u201d folder in the future.<\/p>\n

In recent years, WhatsApp has implemented measures to minimize spam from business messages. In 2024, it enabled users to opt-out from marketing communications from brands. The previous year, it restricted the quantity of broadcast messages businesses and individuals could send within a specific timeframe. As of October 2025, it further limited the number of messages businesses could send without receiving a response from users. The first two features have been fully launched, while the third is still undergoing iterations.<\/p>\n

Even with these advancements, the WhatsApp inbox can seem overwhelming. Based on my experience, I’ve had days where I’ve wiped clean unread messages at the beginning of the day only to end up with 30-40 additional unread messages. Even now, over half of my unread messages consist of business communications. I\u2019m not the only one feeling this way.<\/p>\n

The upcoming feature might alleviate some of the clutter, but it won\u2019t be fully effective until users can manage the filtering of messages from the main inbox.<\/p>\n

WhatsApp globally released its AI business agents in June, with more than 1 million businesses already taking advantage of them. During the earnings call, Zuckerberg referenced Brazil\u2019s car rental service Movida, stating that it has experienced increased conversions and better handling of customer support issues via AI agents. In the next few months, we might see more businesses utilizing AI within WhatsApp for various sales, marketing, and support scenarios. A messaging app with over 3 billion users must find a balance between personal and business communications to avoid becoming a platform for AI-generated spam.<\/p>\n<\/div>\n

When you buy through links in our articles, we may receive a small commission. This does not impact our editorial independence.<\/em><\/p>\n","protected":false},"author":2,"featured_media":3491458,"comment_status":"open","ping_status":"closed","sticky":false,"template":"Default","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3491457","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/techingeek.com\/index.php\/wp-json\/wp\/v2\/posts\/3491457"}],"collection":[{"href":"https:\/\/techingeek.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/techingeek.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/techingeek.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/techingeek.com\/index.php\/wp-json\/wp\/v2\/comments?post=3491457"}],"version-history":[{"count":0,"href":"https:\/\/techingeek.com\/index.php\/wp-json\/wp\/v2\/posts\/3491457\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/techingeek.com\/index.php\/wp-json\/wp\/v2\/media\/3491458"}],"wp:attachment":[{"href":"https:\/\/techingeek.com\/index.php\/wp-json\/wp\/v2\/media?parent=3491457"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/techingeek.com\/index.php\/wp-json\/wp\/v2\/categories?post=3491457"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/techingeek.com\/index.php\/wp-json\/wp\/v2\/tags?post=3491457"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}