Observed Signal · Jul 31, 2026 · Technical Release · Source: techcrunch · Impact: 4/5 · Sentiment: Negative
WhatsApp tests 'Offers & Updates' folder for business messages
WhatsApp (owned by Meta) is testing a new “Offers & Updates” folder that will automatically move messages from larger businesses (for example, banks or airlines) out of the main chat timeline after a configurable number of hours (tests up to 24 hours). The feature is being trialed with select partners using the WhatsApp Business Platform; small businesses and individual WhatsApp Business accounts are currently exempt. Users can opt out of the foldered view but cannot control the automatic timing for when messages are moved. Meta says the change aims to reduce inbox clutter as business messaging and paid offerings on WhatsApp grow. The article also notes WhatsApp’s global rollout of AI business agents in June and cites Meta earnings where revenue from WhatsApp paid messaging and subscriptions contributed to other revenue exceeding $1 billion in Q2 2026.
A major platform (Meta/WhatsApp) is testing an inbox-filtering feature that changes visibility of business messages and affects conversational marketing, WhatsApp Business Platform partners, and how brands reach users via messaging.
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Key Takeaways & Evidence Grounding
- Meta said other revenue in its family-of-apps segment crossed $1 billion in Q2 2026, driven in part by WhatsApp paid messaging and subscriptions.
- WhatsApp is testing a new “Offers & Updates” folder that automatically moves messages from larger businesses after a set number of hours (testing durations up to 24 hours).
- The feature is being trialed with select partners using the WhatsApp Business Platform; small businesses and individual WhatsApp Business accounts are currently exempt.
- Users can turn the folder setting off to keep messages on the main timeline, but they cannot control the automatic timing of when messages are moved.
- WhatsApp made its AI business agents available globally in June, with more than 1 million businesses using them; Movida was cited as seeing improved conversions and support handling via AI agents.
Connected Companies & Entities
3 Entities mapped“When a user receives a message from a large business, WhatsApp will automatically move that message to a new “Offers & Updates” folder after...”
“During Meta’s Q2 2026 earnings call, Mark Zuckerberg said that other revenue in the family of apps segment crossed $1 billion, largely thank...”
“Meta is now trying out a new feature where it will place messages from larger businesses like banks or airlines in a separate folder, TechCr...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Meta launches AI Business Agent globally on WhatsApp
Meta has made its customer support AI bot, Meta Business Agent, available globally within WhatsApp Business and is also offering it inside Instagram DMs. After nearly two years of testing in markets including India and Mexico, the agent can answer customer questions, recommend products, book appointments, qualify leads and escalate to human agents. Meta is testing features such as daily chat briefings and insights across WhatsApp Business, Instagram Pro, Messenger and Meta Business Suite, and plans capabilities like market research, calendar management and integrations with platforms such as Shopify, Zendesk and Shopee. The company is building a platform for larger enterprises to create custom agents and intends to monetize the feature via WhatsApp Business Premium tiers; large businesses will be billed based on token usage.
WhatsApp tests moving Channels to Chats tab
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Meta Vibes, OpenAI Sora 2 First Year Shows AI Slop Rejected
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