WhatsApp Tests New Feedback Options to Combat Spam in Business Messages
WhatsApp Introduces New Controls to Combat Business Message Spam
WhatsApp, the popular messaging platform owned by Meta, has announced the testing of new user feedback options to manage business messages. This move comes as the WhatsApp Business platform surpasses 200 million monthly users, leading to an increase in business messaging and potential spam.
Previously, users could only block business accounts entirely to stop receiving messages. Now, WhatsApp is rolling out more nuanced controls, allowing users to provide feedback on specific message categories. The new features include buttons such as “interested/not interested” and “stop/resume” for different types of messages.
These interactions are currently being tested globally, giving users the ability to selectively stop or resume receiving certain types of messages, such as offers and announcements. Businesses can send messages in four categories: marketing, utility, authentication, and service. The new controls aim to provide users with more granular message management options.
The introduction of these features is particularly significant in countries like India and Brazil, where WhatsApp serves as a primary communication tool. The lack of unsubscribe options on the platform had previously led to a spam overload for many users.
Meta’s Vice President, Nikila Srinivasan, emphasized the importance of user transparency and feedback in this new approach. The company is also focusing on educating businesses about campaign standards to reduce spam and improve the overall user experience.
WhatsApp’s evolution from a personal conversation platform to one that includes business communication has been notable. Business messages currently appear in the main chat inbox without filtering options. The WhatsApp Business platform has become a significant revenue driver for Meta, earning $434 million in Q3 2024.
As Meta aims to balance monetization with user experience, discussions are ongoing about the possibility of creating a separate space for business messages. The company remains committed to maintaining high standards for inbox content to avoid alienating its user base.
These new controls represent a significant step in WhatsApp’s efforts to improve user experience while continuing to grow its business messaging capabilities. As the platform evolves, users can expect more refined options for managing their interactions with businesses on the app.
