Meta is piloting a new folder on WhatsApp that automatically moves messages from large businesses such as banks and airlines away from the main chat timeline.
How the feature works
When a user receives a message from a qualifying business, the app will shift that conversation into an “Offers & Updates” folder after a preset delay. The delay can vary, with tests ranging up to 24 hours before the move occurs.
Users who want all messages to stay on the primary timeline can disable the setting, but they cannot choose the exact timing of the automatic shift.
According to the company, the change is meant to keep discount codes, delivery notices and similar alerts out of the main inbox, reducing visual clutter for everyday chats.
Scope of the test
The trial is being run with a limited group of partners on the WhatsApp Business Platform. Small‑business accounts and individual users of the Business app are currently exempt, though Meta says it may consider extending the folder to those groups later.
Meta’s recent earnings call highlighted that revenue from the family‑of‑apps segment topped $1 billion, driven largely by paid messaging and subscriptions on WhatsApp.
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In recent years the service has added tools to curb spam, including an unsubscribe option introduced in 2024 and limits on broadcast messaging imposed in 2025. Those measures remain active while the new folder feature is refined.
From a broader standpoint, the move resembles earlier attempts by messaging platforms to separate promotional content from personal conversations. Similar strategies have been employed on other apps, often with mixed results, suggesting that user control over filtering is a key factor for success.
Critics note that without the ability to manually filter messages, the folder may only offer a modest reduction in clutter. The feature’s impact will likely depend on how many large businesses adopt the new categorization and how users respond to the delayed shift.
WhatsApp’s AI business agents, launched globally in June, already serve more than 1 million companies. The earnings call cited a Brazilian car‑rental firm that reported higher conversion rates after using the AI agents for support. As AI usage expands, the platform will need to balance commercial messaging with personal communication to avoid becoming a conduit for unwanted automated content.
In the short term, the “Offers & Updates” folder is a trial that could reshape how users interact with business‑initiated chats, provided the company fine‑tunes the timing and expands eligibility.
