WhatsApp is testing a new folder for messages from large businesses
- ID
- 9624
- Status
- summarized
- Published
- 31 Jul 2026, 10:39 PM
- Fetched
- 31 Jul 2026, 11:59 PM
- Provider
- TechCrunch
- Category
- technology
- Original URL
- https://techcrunch.com/2026/07/31/whatsapp-is-testing-a-new-folder-for-messages-from-large-businesses/
- Source URL
- https://techcrunch.com/feed/
Summary
- Score
- 5.5
- Created
- 01 Aug 2026, 12:02 AM
- Tags
- Audience
- developerssaas_founders
What happened
WhatsApp is testing an 'Offers & Updates' folder that automatically moves messages from large businesses (like banks and airlines) out of the main chat timeline after up to 24 hours. Small businesses and individual WhatsApp Business accounts are exempt for now, but Meta may extend the feature to them later. This follows a series of anti-spam measures including unsubscribe options (2024), broadcast limits, and October 2025 caps on messages sent without user responses.
Why it matters
If you build or operate on the WhatsApp Business Platform, this changes message visibility for large business accounts — automated messages like delivery updates and discount codes will be archived within hours, meaning time-sensitive content may get buried in a secondary folder. Malaysian startups and SaaS companies using WhatsApp for transactional or marketing messaging should factor in reduced inbox prominence and consider whether message timing and content type need adjustment before this rolls out beyond test partners.
Discussion angle
How should Malaysian businesses using WhatsApp Business Platform adapt their messaging strategy if transactional and promotional messages get auto-archived within 24 hours — does this push more companies toward WhatsApp's paid API tiers or toward alternative channels?