WhatsApp is testing a new folder for messages from large businesses
During Meta’s Q2 2026 earnings call, Mark Zuckerberg said that other revenue in the family of apps segment crossed $1 billion, largely thanks to WhatsApp paid messaging and subscriptions. As more businesses use WhatsApp to reach consumers, users’ inboxes often get cluttered, making it hard to find personal and group messages. Meta is now trying out a new feature where it will place messages from larger businesses like banks or airlines in a separate folder, TechCrunch has learned exclusively.
- ▪During Meta’s Q2 2026 earnings call, Mark Zuckerberg said that other revenue in the family of apps segment crossed $1 billion, largely thanks to WhatsApp paid messaging and subscriptions.
- ▪As more businesses use WhatsApp to reach consumers, users’ inboxes often get cluttered, making it hard to find personal and group messages.
- ▪Meta is now trying out a new feature where it will place messages from larger businesses like banks or airlines in a separate folder, TechCrunch has learned exclusively.
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Record
| Original publisher | TechCrunch |
| Canonical URL | https://techcrunch.com/2026/07/31/whatsapp-is-testing-a-new-folder-for-messages-from-large-businesses/ |
| Publication time | Fri, 31 Jul 2026 14:39:43 +0000 |
| Retrieval time | 2026-07-31T14:43:01.790Z |
| Last seen | 2026-07-31T14:43:01.790Z |
| Headline source | Publisher (no WeSearch rewrite) |
| Excerpt source | publisher body |
| Excerpt method | First ~120 words (~800 chars) of extracted publisher body, fair-use limited. |
| Summary | WeSearch · cerebras-chat (WeSearch summarizer) |
| Summary source text | contentText |
| Citation coverage | Summary is a WeSearch-generated derivative; primary citation is the original publisher URL. |
| Cluster | Ej-v_jbDfuIE · 1 stories |
| Cluster logic | Grouped by semantic title/content similarity across sources within a rolling window. Same-publisher template collisions are excluded from coverage comparison. |
| Ranking reason | Story pages are not engagement-ranked. Hub feeds use recency, with optional source-diversified chronological ordering (cap consecutive stories per source). No personalized ranking. |
| Publisher visit | Yes — open original |
| Substitutes article? | No — link-out required for full text |
Rights status (four layers)
WeSearch handling by dimension
| Indexing | May the item be indexed (stored, ranked, made findable)? | Allowed |
| Snippet | May a short excerpt of the publisher's text be shown? | Allowed |
| AI summary | May WeSearch generate its own short summary of the article? | Limited |
| Retrieval / RAG | May the content be exposed for third-party retrieval-augmented generation? | Not asserted |
| Model training | May the content be used to train AI models? | Not asserted |
| Commercial reuse | May the content be reused commercially? | Not permitted |
Basis: Derived from the published RSS/Atom feed. Contact: [email protected]. Reviewed: 2026-07-24.
Opening excerpt (first ~120 words) tap to expand
During Meta’s Q2 2026 earnings call, Mark Zuckerberg said that other revenue in the family of apps segment crossed $1 billion, largely thanks to WhatsApp paid messaging and subscriptions. As more businesses use WhatsApp to reach consumers, users’ inboxes often get cluttered, making it hard to find personal and group messages. Meta is now trying out a new feature where it will place messages from larger businesses like banks or airlines in a separate folder, TechCrunch has learned exclusively. When a user receives a message from a large business, WhatsApp will automatically move that message to a new “Offers & Updates” folder after a set number of hours. The company said it is testing different durations, up to 24 hours, to move messages to a new folder.
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Excerpt limited to ~120 words for fair-use compliance. The full article is at TechCrunch.
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