Meta tests moving large business messages into Offers and Updates folder on WhatsApp | Ukraine news – #Mezha

Meta tests moving large business messages into Offers and Updates folder on WhatsApp
Friday, 31 July 2026, 18:10

As noted by Techcrunch

During a financial conference for the second quarter of 2026, Mark Zuckerberg said that revenues from other llar mark, primarily thanks to paid messaging and WhatsApp subscriptions

There are signs of growing WhatsApp usage among businesses: more and more companies are reaching out to service users, causing incoming messages in personal chats to become overloaded at times. In response, Meta is testing a new feature that would separate messages from large companies, such as banks or airlines, into a separate folder

When a message is received from a large business, WhatsApp will automatically move it to the Offers & Updates folder after a defined period. The company is experimenting with different time intervals, including the possibility of moving after 24 hours

Users have the option to disable this setting to see all messages in the main feed, but the exact moment of moving is not controlled by the user

How it works and what it means for users and businesses

Meta explains that the solution reduces the noise in the main feed: promotions and updates delivered by services are separated from private chats, making navigation easier

The pilot rollout is being conducted as part of partnerships through the WhatsApp Business Platform, after which testing is planned to be expanded depending on observation results. Currently, small businesses and individual accounts using WhatsApp Business are exempt from this option. In the future, moving messages from small businesses to the Offers & Updates folder may be possible

In recent years WhatsApp has introduced a number of measures to reduce spam: in 2024, the option to opt out of marketing messages was launched; last year, the number of mass mailings was limited, and in October 2025, an additional restriction on messages that go without a user reply was added. The first two measures have already been implemented; the third is in the refinement stage

Although the new steps reduce chaos in the inbox, it can still be chaotic at times: unread business messages, according to the author, can outweigh private chats on certain days. The new folder may slightly reduce the mess, but its real effectiveness will depend on the quality of the filters

In June, WhatsApp opened global access to AI agents for business, and they are already used by more than 1 million companies. During the discussion, Mark Zuckerberg mentioned Movida, a Brazilian car rental company, which, with the help of AI agents, recorded an increase in conversions and improved handling of support queries. In the coming months, further use of artificial intelligence on the platform for sales, marketing, and support is expected.

The platform, uniting over three billion users, should maintain a balance between private and business messages to avoid the service being used as a tool for AI-driven spam. In the future, such approaches are expected to help preserve a comfortable level of interaction for users while not diminishing businesses’ ability to communicate effectively with customers

Source: mezha.net