WhatsApp Introduces New Controls to Tackle Business Message Spam

WhatsApp is introducing new tools to give users more control over messages from businesses, addressing issues about spam and unwanted communication.  

With over 200 million monthly users of WhatsApp Business, the surge in promotional messages has been unpleasant among users who previously had limited options to manage such communications.

Aiming to tackle this, the messaging platform is testing new features to allow users to fine-tune the types of messages they receive. 

These controls include buttons like “interested/not interested” and “stop/resume,” enabling users to provide feedback on categories such as marketing messages, offers, or updates. 

Before now, WhatsApp used an all-or-nothing approach, where users could only block businesses or allow all messages.

The global testing phase will roll out gradually, and users will have the flexibility to pause specific categories, such as promotional messages while continuing to receive transactional updates like order confirmations or one-time passwords. 

Again, the feature also allows users to resume paused messages during special occasions, such as festive periods.

WhatsApp’s API groups messages into four categories for businesses: 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, often leading to frustration and spam complaints.

This is particularly relevant in regions like India and Brazil, where WhatsApp is a primary communication channel. Unlike email, which often includes an “unsubscribe” feature, WhatsApp lacked clear options for users to manage business messages, leading to an overload of unwanted content.

Nikila Srinivasan, Meta’s vice president of Product Management for Messaging Monetisation, commented on the company’s focus on transparency and user preferences. 

Speaking at a WhatsApp Business event in India earlier this year, Srinivasan emphasised the importance of giving users granular control over their interactions with businesses. She also stressed the need to educate businesses on adhering to platform standards, which she believes will help reduce spam over time.

In addition to user controls, WhatsApp has begun limiting the number of marketing messages users can receive daily. While the platform has not disclosed specific limits, the initiative reflects its intent to balance business communication with user experience.

WhatsApp has evolved in recent years, expanding beyond personal conversations to include features such as communities, broadcast channels, and business interactions. 

However, business messages still appear in users’ primary inboxes, contributing to clutter. While Meta has hinted at exploring separate spaces for business messages, Srinivasan noted that improving user controls and maintaining high inbox standards are currently the platform’s priorities.

The company’s Q3 2024 financial report reveals the importance of WhatsApp Business as a revenue driver, 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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