WhatsApp Tests New Folder for Large Business Messages: User Experience and Revenue Implications

Meta is testing a new "Offers & Updates" folder to automatically shift messages from large enterprises—banks, airlines, and similar brands—out of the main WhatsApp inbox.

Re‑Categorizing Enterprise Communications

The trial moves messages after a set interval (6‑24 hours) into the "Offers & Updates" folder. Users can disable the feature to keep messages in the primary chat stream.

■Small businesses and individual accounts are currently exempt.

■The feature launches with select partners via the WhatsApp Business Platform and will be rolled out based on feedback.

Inbox Overload and the Proposed Remedy

WhatsApp previously allowed users to unsubscribe from brand marketing in 2024 and capped broadcast messages in 2025. This new folder builds on those efforts to keep personal and group chats cleaner.

■Users report 30‑40 unread business messages accumulating in a single day.

■Over 50% of unread messages are business‑related, highlighting the dominance of commercial content.

Meta’s Revenue Stream: The Role of WhatsApp Business

During the 2026 Q2 earnings call, Meta disclosed $1 billion in “other revenue,” largely driven by paid messaging and subscriptions on WhatsApp. The new folder could boost visibility for business messages, potentially lifting engagement and revenue.

■More than 1 million businesses are already leveraging AI‑powered chat agents.

■In Brazil, the car‑rental firm Movida cited higher conversion rates and improved support handling thanks to AI agents.

Forward‑Looking: AI and Spam Management

With AI agents serving a user base of 3 billion, WhatsApp positions the folder feature as part of a broader anti‑spam strategy. Full user control over filtering may still be required for optimal effectiveness.

■AI‑driven messages can accelerate sales and marketing workflows.

■Spam mitigation is essential for the platform’s long‑term credibility.

WhatsApp’s move is a strategic blend of enhancing user experience while driving enterprise revenue. Long‑term success hinges on expanding user control mechanisms and maintaining high‑quality AI‑generated communications.

Deniz Arslan