WhatsApp is testing a new feature that will automatically move messages from large businesses, such as banks or airlines, into a separate 'Offers & Updates' folder after a set number of hours, up to 24. The company said it is testing different durations for the move.
The feature is being trialled with select partners using the WhatsApp Business Platform, and WhatsApp said it could expand based on observations. Small businesses and individual accounts using WhatsApp Business are currently exempt, though WhatsApp said it could explore moving their messages to the folder in the future.
Users who prefer to keep business messages in their main timeline can turn the setting off, but they do not control when messages are moved automatically. Meta said the feature aims to reduce inbox clutter, with discount codes and delivery updates moved out of the main chat timeline within a few hours.
The move follows earlier steps by WhatsApp to curb business message spam, including allowing users to unsubscribe from marketing messages in 2024 and limiting broadcast messages last year.