WhatsApp Tests ‘Offers & Updates’ Folder to Separate Messages from Large Businesses
WhatsApp is testing a new organizational feature called Offers & Updates to automatically move communications from large enterprise accounts into a dedicated folder. Announced following Meta’s Q2 2026 earnings reporting, the test aims to clear inbox clutter for the platform’s global user base of over three billion people.
What Happened
During Meta’s Q2 2026 earnings call, Chief Executive Officer Mark Zuckerberg announced that other revenue in the family of apps segment crossed $1 billion, largely driven by WhatsApp paid messaging and subscriptions. As commercial activity increases on the app, Meta is testing a mechanism to help users separate personal conversations from business alerts. WhatsApp is trialing an automatic move of messages from large enterprises, such as airlines and banks, into a separate folder named Offers & Updates. Under the current trial with select partners on the WhatsApp Business Platform, messages like delivery updates and discount codes are moved to the new folder after a set period, with testing windows running up to 24 hours. Users can turn off this feature to retain messages on their main chat timeline, although they cannot customize the precise timeframe for automatic transfers. Small businesses and individual WhatsApp Business accounts are currently exempt from the system, though WhatsApp may consider expanding the feature to small business communications in the future.
Key Highlights
- Automated Inbox Sorting: Messages from large companies, including delivery alerts and promotional offers, automatically transfer to an Offers & Updates folder after a set timeframe.
- Flexible Durations: WhatsApp is testing automatic transfer intervals of up to 24 hours.
- User Control: Users can disable the feature if they want all messages to remain on their main timeline.
- Small Business Exclusions: Accounts managed by small businesses and individuals are currently exempt from the automated folder.
- Revenue Growth: Meta reported that family of apps segment revenue surpassed $1 billion in Q2 2026, supported by WhatsApp subscription services and paid messaging.
Why This Matters
As business messaging grows on WhatsApp, inbox clutter has made it more difficult for users to navigate between personal, group, and commercial communications. To manage this volume, WhatsApp previously introduced features allowing users to unsubscribe from brand marketing messages in 2024, placed restrictions on business broadcast message limits, and capped unanswered business messages in October 2025. Moving promotional and transactional messages into a separate folder provides a structured way to manage notifications while keeping primary chat timelines focused on personal interactions.
What to Watch Next
WhatsApp will continue evaluating the performance of the Offers & Updates folder with select WhatsApp Business Platform partners before deciding on broader deployment. Meanwhile, WhatsApp continues to iterate on its existing messaging restriction features. With over 1 million businesses already utilizing AI business agents following their global rollout in June—such as Brazil’s car rental company Movida—the platform continues to monitor how commercial messaging interacts with user experience across its network of over three billion accounts.
Frequently Asked Questions
What is the new WhatsApp folder called?
The test introduces a dedicated folder named Offers & Updates for storing communications from large enterprise accounts.
Can users opt out of the automatic folder sorting?
Yes, users who prefer to keep business communications on their main chat timeline can turn off the setting in WhatsApp.
Are small businesses included in the new folder feature?
No, small businesses and individual accounts using WhatsApp Business are currently exempt from this feature, although WhatsApp may explore including them in the future.
Source: TechCrunch and Meta Q2 2026 Earnings Call.