Meta is piloting a new WhatsApp feature that automatically sorts messages from major businesses into a dedicated "Offers & Updates" folder, aiming to keep users' primary inboxes less cluttered while maintaining business communication accessibility.
WhatsApp is rolling out an experimental feature designed to separate promotional and transactional messages from large corporations into a dedicated folder, according to reporting from TechCrunch. The initiative addresses a growing problem as more businesses leverage the messaging platform to reach consumers—users' inboxes have become increasingly congested with commercial communications, making it difficult to locate personal and group conversations.
Under the new system, messages from major businesses such as banks and airlines will automatically transfer to an "Offers & Updates" folder after a predetermined delay, with Meta testing intervals of up to 24 hours. Users retain the option to disable this automatic sorting if they prefer all messages on their main timeline, though they cannot control the timing of transfers. Meta indicated that this approach will help promotional content such as discount codes and delivery notifications clear the primary inbox quickly, while giving businesses a dedicated space where users can find their communications.
The feature is currently being tested with select partners through WhatsApp's Business Platform, with small businesses and individual accounts exempt at this stage. However, Meta has not ruled out extending the folder system to smaller enterprises in the future. This announcement comes as WhatsApp continues efforts to combat business message spam, having implemented several restrictions over recent years, including allowing users to unsubscribe from marketing messages and limiting the volume of unsolicited business communications.
During Meta's Q2 2026 earnings call, Mark Zuckerberg noted that WhatsApp-related revenue exceeded $1 billion, driven largely by paid messaging and subscription services. The company has also expanded AI capabilities on the platform, with over 1 million businesses already using WhatsApp's AI agents globally as of June.
