WhatsApp is rolling out new features aimed at giving users greater control over business messages on its platform.
With over 200 million monthly active users on WhatsApp Business, the app has become a primary channel for businesses to connect with customers. However, this growth has also led to an influx of spam-like messages, leaving users frustrated with limited options to manage them.
To address this, WhatsApp is testing new tools that allow users to provide specific feedback on business communications. Features like “interested/not interested” and “stop/resume” will enable users to choose which types of messages they want to receive, such as promotional offers or order updates. These features are set to roll out globally, giving users a more tailored messaging experience.
Currently, businesses categorize their messages under four types: marketing, utility, authentication, and service. While these categories help streamline business-to-customer communication, users previously had no way to filter or block specific categories without severing all contact with a business. The new tools are expected to bridge this gap, especially in markets like India and Brazil, where WhatsApp often replaces email as a primary communication channel.
Meta executives have highlighted that these controls aim to reduce spam while educating businesses about better practices. The company is also limiting the number of daily marketing messages users can receive. As WhatsApp continues to integrate business features into its platform, the challenge will be to balance monetization efforts with maintaining user satisfaction, ensuring the app remains a trusted space for personal communication.
