WhatsApp is introducing new tools to give users more control over messages from businesses and address issues of spam and unwanted communications. With over 200 million monthly users of WhatsApp Business, the rise in promotional messages & spam is an inconvenience for users who previously had limited ability to manage such messages. To address this issue, the messaging platform is testing new features that allow users to fine-tune the types of messages they receive.
These controls include “interested/not interested” and “stop/continue,” allowing users to provide feedback on categories such as marketing messages, offers, and updates. Previously, WhatsApp had an all-or-nothing approach, where users could only block businesses or allow all messages.
The global trial will be rolled out in stages, giving users the flexibility to pause certain categories, such as promotional messages, while continuing to receive transactional updates, such as order confirmations and one-time passwords.
This feature also allows users to resume paused messages for special occasions like holidays.
WhatsApp’s API groups business messages into four categories: marketing (promotions and offers), utility (transactional updates), authentication (security codes), and service (customer support). Previously, users did not have the option to unsubscribe from certain categories, which often led to frustration and spam complaints. This is especially true in regions such as India and Brazil, where WhatsApp is a primary communication channel. Unlike email, which often includes an unsubscribe feature, WhatsApp had no clear options for users to manage work messages, leading to an overload of unwanted content.
Nikila Srinivasan, vice president of product management for news monetization at Meta, commented on the company’s emphasis on transparency and user preferences.
Speaking at a WhatsApp Business event in India earlier this year, Srinivasan emphasized the importance of giving users granular control over their interactions with companies. She also stressed the need to educate companies on compliance with platform standards, which she said will help reduce spam over time.
In addition to user controls, WhatsApp has begun limiting the number of marketing messages users can receive per day. While the platform has not announced any specific restrictions, the initiative reflects the platform’s intention to balance business communication with user experience.
WhatsApp has evolved over the past few years to go beyond personal conversations to include features such as communities, broadcast channels, and business interactions.
However, business messages still appear in users’ primary inboxes, adding another layer of clutter. While Meta hinted at exploring other areas of business messaging, Srinivasan noted that improving user control and maintaining high inbox standards are the platform’s current priorities.
The company’s third-quarter 2024 financial report indicates the importance of the WhatsApp business as a revenue driver, bringing in $434 million in the quarter.
With these new measures, WhatsApp is aiming to strike a balance: maintaining its appeal as a comprehensive communications tool for personal and work, while giving users more control over their messaging experience.
