Meta is piloting a new WhatsApp feature designed to declutter personal chat timelines by automatically filing messages from large businesses into a dedicated folder. The move comes as the platform's paid messaging and subscriptions push revenue past $1 billion, signaling a growing reliance on commercial interactions that risk overwhelming users' inboxes. Main Developments WhatsApp will automatically relocate messages from large businesses—such as banks or airlines—into a new Offers & Updates folder after a set number of hours. The company is currently testing different durations, with a maximum of 24 hours, before messages are moved. Users can disable this automatic sorting, but they cannot control the exact timing of when messages are transferred. Read also: Tesla eyes China exit to clear path for SpaceX merger According to Meta, this feature aims to keep discount codes and delivery updates out of the main chat timeline, reducing clutter. For businesses, the benefit is that customers can find their messages in a dedicated space rather than losing them among personal chats. The test is initially limited to select partners using the WhatsApp Business Platform, with expansion planned based on results. Small businesses and individual accounts using WhatsApp Business are exempt from this feature for now. However, WhatsApp has indicated it may explore moving messages from small businesses to the Offers & Updates folder in the future. This suggests a potential broader rollout that could affect a wider range of commercial senders. Background This test builds on several years of efforts to curb business message spam on WhatsApp. In 2024, the platform introduced the ability for users to unsubscribe from marketing messages. Last year, it limited the number of broadcast messages businesses and individuals could send within a specific timeframe. In October 2025, WhatsApp further restricted how many messages businesses could send without receiving a response from users. The first two features have been fully rolled out, while the third is still being iterated upon. Despite these measures, inbox clutter remains a persistent issue. The author's own experience highlights the scale: starting a day with a clean inbox often ends with 30–40 unread messages, with more than half being business communications. This anecdotal evidence underscores the challenge WhatsApp faces in balancing utility with user experience. Additionally, WhatsApp's AI business agents became globally available in June, with over 1 million businesses already using them. During Meta's Q2 2026 earnings call, Mark Zuckerberg cited Brazil's car rental company Movida as an example, noting improved conversion rates and customer support handling through AI agents. This integration is likely to increase the volume of business messages, making clutter management more critical. Why It Matters With over 3 billion users, WhatsApp must strike a delicate balance between personal and business communication. As more companies adopt paid messaging and AI-driven interactions, the risk of user fatigue grows. If inboxes become too cluttered, users may disengage, undermining the platform's commercial appeal. The new folder could alleviate some pressure, but it does not give users full control over filtering messages from the main inbox. Without such control, the feature may only partially solve the problem. The success of this test will likely influence how WhatsApp shapes its business messaging strategy, especially as AI agents become more prevalent. For businesses, the folder offers a potential advantage: a dedicated space where users can find their messages without competing with personal chats. However, the automatic movement after a delay could reduce message visibility, impacting time-sensitive offers or updates. This trade-off will be a key consideration as WhatsApp expands the feature. What's Next WhatsApp will continue testing the Offers & Updates folder with select partners, monitoring user and business feedback. The company has not announced a timeline for broader rollout, but expansion is likely if the test proves successful. Future iterations may include small businesses and individual accounts, as hinted by WhatsApp's statement. As AI business agents grow in usage, WhatsApp may need to refine its filtering mechanisms further. The coming months could see more businesses leveraging AI for sales, marketing, and support, making effective inbox management even more essential. Whether WhatsApp will introduce user-controlled filters remains an open question.