WhatsApp is developing a new feature aimed at organizing the user interface by automatically separating business interactions from personal chats. Discovered in the latest Android beta version, this update addresses growing user concerns regarding the high volume of marketing messages and promotional notifications that clutter the main conversation list.

The core functionality of this feature involves an automatic transfer of business threads. According to reports from WABetaInfo, any conversation with a business account that contains updates or offers will be moved from the primary chat screen to a dedicated section after a 24-hour period.

This “folder-like” area functions similarly to the existing “Archived Chats” section, ensuring that business content remains accessible for future reference without interfering with the visibility of private messages.

The primary targets of this update are commercial accounts that utilize cloud-based providers to automate large-scale messaging. Many users have reported an increase in spam-like content after registering for services or subscribing to updates. By allowing business messages to remain on the main screen for only the first day, WhatsApp provides a window for immediate interaction. If the user does not engage further, the system automatically removes the potential distraction to prioritize personal contacts.

Context and Strategic Shift

This shift is particularly relevant as many marketing and telemarketing firms have transitioned from traditional phone calls to digital messaging platforms to reach consumers. Moving these interactions into a separate space mirrors a broader trend in mobile communication toward cleaner, more categorized interfaces that give users greater control over their primary attention.

While the feature is currently in the testing phase, it represents a significant step in the platform’s effort to manage the balance between being a personal communication tool and a commercial hub. In addition to this organizational update, WhatsApp is also reportedly testing a new design for its main landing page and clarifying its policies regarding why unknown contacts may occasionally appear in the Status section.