With over 200 million monthly users, WhatsApp Business has become a key channel for businesses to engage with customers. However, for many users, this has also meant an influx of unwanted marketing messages. Until now, the only way to stop these messages was to block the business account entirely — but WhatsApp is rolling out a more user-friendly solution.
New Controls for Managing Business Messages
WhatsApp is testing new features that allow users to manage the types of messages they receive from businesses. Users can now choose options like “interested/not interested” or “stop/resume” for specific message categories, such as marketing offers or announcements. These updates provide more control without cutting off all communication from businesses.
For example, users can opt out of receiving marketing messages but continue receiving essential updates, such as order confirmations or account alerts. In the future, they’ll also be able to resume messages, like seasonal offers, at their discretion.
Global Testing and Expanded Features
Meta announced that these features will undergo global testing. Previously, businesses could send messages under four categories — marketing, utility, authentication, and service — but users had no way to filter them. This gap left many feeling overwhelmed, particularly in regions like India and Brazil, where WhatsApp often serves as the primary communication channel, replacing email.
In September, Nikila Srinivasan, Meta’s VP of product management for messaging monetization, hinted at these changes, emphasizing the need for transparency and granular user preferences. Srinivasan highlighted ongoing efforts to educate businesses on creating campaigns that meet platform standards and user expectations.
Addressing Spam and Balancing Monetization
Earlier this year, WhatsApp limited the number of marketing messages users could receive daily, though it hasn’t disclosed the cap. Despite this, business communication remains a key driver of revenue for Meta, contributing $434 million to its "family of apps" in Q3 2024.
While features like broadcast channels and community tabs have created dedicated spaces for group and creator interactions, business messages still populate the main inbox. This blend of personal and promotional content poses a challenge: how to grow WhatsApp Business without alienating its core user base.
Srinivasan acknowledged this balance, noting that many newer features are optional and aimed at maintaining a high standard for what belongs in a user’s inbox. “Whatever we are doing in terms of educating businesses and investing in user controls is because we want the standard of what actually belongs in your inbox to feel really high,” she said.
By introducing these controls, WhatsApp is taking steps to align user needs with its growth strategy, offering a more personalized and less intrusive experience.
New Controls for Managing Business Messages
WhatsApp is testing new features that allow users to manage the types of messages they receive from businesses. Users can now choose options like “interested/not interested” or “stop/resume” for specific message categories, such as marketing offers or announcements. These updates provide more control without cutting off all communication from businesses.
For example, users can opt out of receiving marketing messages but continue receiving essential updates, such as order confirmations or account alerts. In the future, they’ll also be able to resume messages, like seasonal offers, at their discretion.
Global Testing and Expanded Features
Meta announced that these features will undergo global testing. Previously, businesses could send messages under four categories — marketing, utility, authentication, and service — but users had no way to filter them. This gap left many feeling overwhelmed, particularly in regions like India and Brazil, where WhatsApp often serves as the primary communication channel, replacing email.
In September, Nikila Srinivasan, Meta’s VP of product management for messaging monetization, hinted at these changes, emphasizing the need for transparency and granular user preferences. Srinivasan highlighted ongoing efforts to educate businesses on creating campaigns that meet platform standards and user expectations.
Addressing Spam and Balancing Monetization
Earlier this year, WhatsApp limited the number of marketing messages users could receive daily, though it hasn’t disclosed the cap. Despite this, business communication remains a key driver of revenue for Meta, contributing $434 million to its "family of apps" in Q3 2024.
While features like broadcast channels and community tabs have created dedicated spaces for group and creator interactions, business messages still populate the main inbox. This blend of personal and promotional content poses a challenge: how to grow WhatsApp Business without alienating its core user base.
Srinivasan acknowledged this balance, noting that many newer features are optional and aimed at maintaining a high standard for what belongs in a user’s inbox. “Whatever we are doing in terms of educating businesses and investing in user controls is because we want the standard of what actually belongs in your inbox to feel really high,” she said.
By introducing these controls, WhatsApp is taking steps to align user needs with its growth strategy, offering a more personalized and less intrusive experience.