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WhatsApp has begun testing a new feature aimed at reorganizing the chat inbox by separating incoming messages from large businesses into a dedicated folder. This strategic move is designed to reduce chat list clutter and make it easier for users to quickly access their personal conversations.

The step comes at a time when the app is witnessing a significant expansion in commercial messaging services. Businesses are increasingly relying on WhatsApp to communicate with customers—whether to send promotional offers, order and shipping updates, or banking notifications. Consequently, this surge has led to inboxes overflowing with commercial messages that can often overshadow personal chats.

Under the new feature, WhatsApp will create a folder titled "Offers & Updates." Messages from large businesses, such as banks, airlines, retail stores, and digital services, will be automatically moved to this folder after a specific period following their arrival. The platform is currently testing various timeframes, which could be up to 24 hours before the transfer occurs.

Users will still have the option to disable this feature if they prefer keeping all messages within the main chat list. However, the app will not allow them to customize the time delay before messages are moved to the new folder, as this mechanism will remain strictly determined by WhatsApp.

The primary goal of the feature is to keep important messages from family, friends, and groups front and center in the chat interface. Meanwhile, commercial messages—such as discount codes, shipping notifications, booking confirmations, and banking alerts—will be aggregated in a designated space that is easy to reference when needed, without distracting the user or burying personal chats.

This feature is expected to deliver a dual benefit: it provides users with a much more organized experience while simultaneously helping businesses keep their messages in an easily accessible, dedicated section rather than getting lost among dozens of daily conversations.

Enhancing the User Experience

WhatsApp has already begun testing the feature with a limited number of enterprises using WhatsApp Business, with plans to gradually expand the rollout if the test results prove successful.

At this current stage, the feature is limited exclusively to messages sent by large corporations and does not encompass small businesses or individual accounts operating via WhatsApp Business. However, the door remains open for future expansion to include a wider range of commercial activities.

This move is part of a broader series of measures WhatsApp has implemented in recent years to curb spammy commercial messages and enhance the overall user experience. Previously, the app introduced the ability to opt out of marketing messages and imposed strict limits on the volume of bulk messages that businesses and individuals can send within a specific timeframe. It also added further restrictions preventing companies from continuing to message users who do not interact with them.

These enhancements arrive as Meta continues to aggressively bolster its business model centered around messaging services. Paid messaging and subscriptions within WhatsApp have emerged as one of the most prominent sources of revenue growth, especially as businesses increasingly leverage the app as a primary channel for customer service, marketing, and vital notifications.