WhatsApp Tests an Offers & Updates Folder for Large-Business Messages
WhatsApp is testing an “Offers & Updates” folder for messages from large businesses, including banks and airlines. Meta is starting with selected WhatsApp Business Platform partners and testing transfer delays of up to 24 hours.
After a set number of hours, those messages move from the main chat timeline into the folder. Users can turn the setting off, but they cannot choose when an automatic move occurs.
Why Meta is changing the inbox
Meta says discount codes and delivery updates will leave the main view within hours, making personal and group chats less cluttered. Business messages remain together in a dedicated place instead of competing with every conversation.
During Meta’s Q2 2026 earnings call, Mark Zuckerberg said other revenue in the family of apps segment had crossed $1 billion, driven largely by WhatsApp paid messaging and subscriptions.
Scope and business automation
The test excludes small businesses and individual accounts using WhatsApp Business. WhatsApp may consider adding small-business messages later; a wider rollout for large organizations will depend on Meta’s observations from the partner trial.
WhatsApp made its AI business agents globally available in June, with more than 1 million businesses already using them. Zuckerberg cited Movida, a Brazilian car rental company, saying it had seen more conversions and more customer support issues handled through AI agents.
Existing limits and the practical impact
The folder follows several anti-spam steps. In 2024, WhatsApp let users unsubscribe from brand marketing, and it later capped broadcast messages within a set period. In October 2025, it also limited how many messages a business could send without a reply. The first two measures are fully deployed; the third is still being refined.
For businesses in the test, an update may leave the main timeline after a delay but become easier to find in a purpose-built folder. Teams should monitor response patterns and make time-sensitive details clear before Meta decides whether to expand the feature.