The new feature moves corporate communications into a separate tab after a delay of up to 24 hours. While users retain the ability to disable the automatic sorting, they currently lack granular control over the timing of these moves. Meta intends to keep the main inbox reserved for personal and group interactions, aiming to prevent the service from becoming overwhelmed by discount codes and delivery alerts.
WhatsApp Tests Dedicated Folders to Curb Business Message Clutter
As Meta’s revenue from WhatsApp paid messaging tops $1 billion, the platform is struggling to manage the resulting inbox chaos. WhatsApp is now testing an "Offers & Updates" folder to automatically divert messages from large enterprises like banks and airlines away from the primary chat timeline.
Currently, the test is restricted to select partners on the WhatsApp Business Platform, leaving smaller businesses and individual accounts unaffected for now. This shift follows a series of previous anti-spam measures, including the ability to unsubscribe from marketing messages and stricter limits on broadcast volume. With over 3 billion users, the platform faces a growing challenge in balancing its utility as a personal messenger with its expanding role as a primary sales and support channel for AI-driven business agents.
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