WhatsApp has introduced new tools to empower users to manage messages from businesses, addressing concerns about spam and unwanted communication.
With over 200 million monthly users of WhatsApp Business, the surge in promotional messages has become a nuisance for users who previously had limited options to manage these communications.
To tackle this issue, WhatsApp is testing features that allow users to fine-tune the types of messages they receive. These controls include “interested/not interested” and “stop/resume” buttons, enabling users to provide feedback on categories such as marketing messages, offers, or updates.
Unlike the previous all-or-nothing approach, where users could only block businesses or allow all messages, the new features provide flexibility.
Users can pause specific categories, such as promotional messages, while continuing to receive transactional updates like order confirmations or one-time passwords.
The feature also allows users to resume paused messages during special occasions, such as festive periods. WhatsApp’s API categorises business messages into four groups: marketing (promotions and offers), utility (transaction updates), authentication (security codes), and service (customer support).
Previously, users had no option to opt out of specific categories, leading to frustration and spam complaints, particularly in regions like India and Brazil where WhatsApp is a primary communication channel.
Nikila Srinivasan, Meta’s vice president of Product Management for Messaging Monetisation, emphasized the importance of transparency and user preferences. She stressed the need to educate businesses on adhering to platform standards to reduce spam.
In addition to user controls, WhatsApp has begun limiting the number of marketing messages users can receive daily. While the platform hasn’t disclosed specific limits, this initiative reflects its intent to balance business communication with user experience.
WhatsApp has evolved beyond personal conversations to include features like communities, broadcast channels, and business interactions. However, business messages still appear in users’ primary inboxes, contributing to clutter.
Meta has hinted at exploring separate spaces for business messages, but Srinivasan noted that improving user controls and maintaining high inbox standards are currently the platform’s priorities.
The importance of WhatsApp Business as a revenue driver is evident in Meta’s Q3 2024 financial report, generating $434 million during the quarter.
With these new measures, WhatsApp aims to strike a balance, offering users more control over their messaging experience while maintaining its appeal as an inclusive communication tool for personal and professional use.
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