On April 3, 2025, Meta announced a series of new tools aimed at enhancing user control over business messages on WhatsApp, while also encouraging businesses to create more valuable customer experiences. The announcement highlights Meta’s dual focus on user empowerment and business accountability in the context of a rapidly growing chat-driven digital landscape.
WhatsApp, with over two billion daily users, is increasingly used for business communication, from simple tasks like booking tickets to handling utility payments.
Meta Introduces User Controls for Managing Business Messages, Opt-Ins, and Feedback Systems
Meta’s new tools give users more control over their WhatsApp inboxes, allowing them to manage how and when they receive messages from businesses. One key feature is message opt-ins, which businesses can offer through their websites, in-store promotions, or directly on WhatsApp.
Meta Empowers WhatsApp Users with New Tools to Control Business Messages and Curb SpamUsers are always informed when they are chatting with a business and have the option to block or report businesses anytime. Additionally, users can provide feedback about why they are blocking a business, such as receiving irrelevant messages or not having subscribed to communication.
In addition to opt-ins, WhatsApp has introduced a feedback system for users to indicate their interest in specific messages. By using “interested” or “not interested” buttons, users can engage with content like product announcements, coupons, or event reminders. This feature allows users to toggle their messaging preferences at any time, helping businesses tailor their outreach to individual user preferences, thereby enhancing user satisfaction and reducing unwanted communication.
New WhatsApp Business Tools Promote Selective Messaging, Template Use, and Strict Policy Enforcement
Meta has also rolled out new tools for businesses, particularly through a paid feature called “business broadcasts,” available on the WhatsApp Business app. This new feature encourages businesses to adopt more selective and strategic communication approaches.
To further minimize message overload, Meta has set limits on the number of marketing messages a user can receive, ensuring that all communications are purposeful and relevant. This system is designed to maintain a balance between business needs and user experience.
To ensure high-quality communication, businesses using the WhatsApp Business Platform are required to use pre-approved message templates, which undergo a strict review process. These guidelines are in place to guarantee that businesses send only relevant, well-crafted content.
Furthermore, Meta provides businesses with read-rate metrics, helping them optimize their messaging strategies. Companies that repeatedly violate the platform’s policies face penalties, with escalating restrictions based on the severity of the violations.