During Meta’s Q2 2026 earnings call, Mark Zuckerberg announced that WhatsApp paid messaging and subscriptions contributed significantly to revenue. However, as businesses flock to the platform, user inboxes often become cluttered with messages from banks, airlines, and more.

Meta is now trialling a new feature where messages from large companies will be automatically moved into a separate ‘Offers & Updates’ folder after a set number of hours—up to 24. Users can disable this option if they prefer all messages on the timeline.

The aim is to keep personal chats and group conversations uncluttered while still allowing users easy access to business communications when needed. Businesses, meanwhile, will find their messages in a dedicated folder, making it easier for consumers to locate them amongst other chats.

Users have long complained that WhatsApp’s inbox can be overwhelming, especially as the number of unread messages piles up daily. The new feature may alleviate some of this chaos but could fall short if users don’t retain control over filtering out unwanted messages.

WhatsApp has also introduced AI business agents and continues to limit broadcast messaging, aiming to maintain a balance between personal and commercial interactions on its platform. As the app grows in size and complexity, finding that balance will be crucial for both businesses and individual users alike.