WhatsApp Tests Features to Let Users Unsubscribe From Spam Business Messages

Highlights

• WhatsApp is testing new features allowing users to options to stop or resume spam business messages.
• WhatsApp users will be able to block specific types rather than all messages.
• To feature aims to limit spam on the platform.

We are almost sure that you too are tired of getting spammy business messages on WhatsApp.

Well, it appears WhatsApp has taken note and is finally working to address this.

Here’s everything you need to know about the new WhatsApp features.

WhatsApp Business has witnessed tremendous growth in the last few years with more than 200 million monthly users.

However, with this rapid expansion, many businesses now use the platform to send messages, some of which feel like spam to users. Currently, the only option users have for these messages is to block a business or accept all messages.

As per a recent TechCrunch report, WhatsApp is now introducing tools to fix this.

The Meta-owned platform is testing new feedback features that let users control the types of messages they receive from businesses.

Options like “interested/not interested” and “stop/resume” are being rolled out for specific categories of messages.

For example, users can choose whether they want to receive offers and announcements or stop them completely.

These preferences can be reversed later so someone who stops offers today can resume them during a festive season.

Meta will start testing this feature globally soon. Businesses on WhatsApp can send messages in four categories: marketing (offers and product updates), utility (like order updates), authentication (such as one-time passwords), and service (customer queries).

A user could block all messages from a business but couldn’t choose to keep receiving order updates while opting out of marketing messages.

The issue of spammy business messages is particularly significant in countries like India and Brazil, where WhatsApp often replaces email as the primary communication channel.

WhatsApp didn’t have an option to unsubscribe from promotional messages, unlike emails.

Addressing these concerns during an exclusive conversation with TechCrunch, Meta’s VP of Product Management for Messaging Monetization Nikila Srinivasan said, “One important thing we do is to give you transparency that you are interacting and engaging with businesses. Two, if you don’t want to interact with them, the strongest signal you can send is to block them and report them.”

She also emphasised the company’s efforts to educate businesses about meeting platform standards and reducing spam.

WhatsApp has been making gradual changes to address these concerns. Earlier this year, it began limiting the number of marketing messages users could receive daily, although it didn’t specify an exact limit.

The company is now moving toward giving users more detailed control over their inboxes.

During its Q3 2024 earnings call, Meta reported that WhatsApp Business contributed $434 million in revenue for the quarter making it a key growth driver for the company.

When asked about the possibility of separating business messages from personal chats, Srinivasan explained that the current focus is on improving the inbox experience.

She added, “The core of what you want to do with WhatsApp is to be in your inbox. Whatever we are doing in terms of educating businesses and investing in user controls is because we want the standard of what actually belongs in your inbox to feel really high.”

FAQs

Q1. What new features is WhatsApp testing to help users manage spam?

Answer. WhatsApp is testing new feedback features that let users control the types of messages they receive from businesses, with options like “interested/not interested” and “stop/resume”.

Q2. What categories of messages can businesses send on WhatsApp?

Answer. Businesses on WhatsApp can send messages in four categories: marketing (offers and product updates), utility (like order updates), authentication (such as one-time passwords) and service (customer queries).

Q3. How is WhatsApp addressing the issue of spam business messages?

Answer. WhatsApp is implementing measures such as testing new feedback features, limiting the number of marketing messages and enhancing user control over their inboxes to reduce spam.

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