In South Africa, WhatsApp is where a lot of business really happens. Customers ask questions there, place orders there and, for many small businesses, belong to a VIP or community group there. So when WhatsApp changes how groups work, it’s worth paying attention. On 29 October 2026, WhatsApp announced four updates to group chats. None of them are big on their own, but together they make groups a lot more useful for businesses.
1. Pinned Messages That Don’t Expire
Until now, when you pinned a message in a group, you had to choose how long it stayed there: 24 hours, 7 days or 30 days. After that, it dropped off and you had to pin it again. Now you can keep an important message pinned with no time limit.
How your business can use it: Pin the things your group members ask for again and again. Think of your price list, menu, booking link, trading hours, delivery areas or group rules. Set it once and it stays at the top of the chat, so new and existing members can always find it.
2. Group Status: Updates Only One Group Can See
Group Status lets you share a status update with one specific group instead of with all your contacts. Everyone in that group can view it, react to it and add their own status, and like normal statuses, it disappears after 24 hours.
How your business can use it: This is ideal for “insider” content. A clothing boutique could share a sneak peek of new stock with its VIP group before it goes on Instagram. A restaurant could post tonight’s special for regulars only. A gym could share a last-minute class opening with members. It feels exclusive, it’s quick to make, and it doesn’t clutter the group chat itself.
3. Catching New Members Up on Recent Messages
Earlier this year, WhatsApp made it possible to share recent message history when you add someone to a group. The new update means you can also do this after they’ve joined, simply by tapping their name in the chat. The messages stay end-to-end encrypted, like the rest of your chats.
How your business can use it: If someone joins your customer or community group halfway through a promotion or event, they no longer arrive to a confusing, silent chat. Send them the recent messages and they’re up to speed straight away, without you having to repeat yourself.
4. A Filter for Mentions and Replies
There’s a new chat filter that shows every unread group conversation where you were mentioned or got a direct reply, including @all messages.
How your business can use it: If you’re in lots of groups, such as supplier groups, local business networks, school or estate groups where people recommend services, it’s easy to miss the one message that matters. This filter brings forward the moments when someone tagged you or replied to you directly, so you can respond quickly. In business, a fast reply often wins the job.
When Will You Get These Features?
WhatsApp is rolling the updates out gradually on Android and iOS, so you may not see all four straight away. If something is missing, make sure your app is updated and check again over the coming weeks. If you run your groups from the WhatsApp Business app, look out for the new options there as the rollout reaches you.
A Quick Reminder About Customer Groups
Before you add customers to a group, ask them first. Group members can see each other’s phone numbers, and under POPIA, customers’ personal information needs to be handled with care. An “opt-in” group, where people choose to join through an invite link, is better for your customers and for your business. Our post on staying POPIA-compliant with your marketing covers the consent basics, and most of it applies to WhatsApp too.
Making WhatsApp Part of the Bigger Picture
WhatsApp works best when it’s connected to the rest of your marketing. Your Instagram and Facebook pages bring people in, your website builds trust, and WhatsApp is where the conversation and the sale often happen. If you’re new to using WhatsApp for business, start with our guide to the benefits of WhatsApp Business for your brand.
You can read WhatsApp’s own announcement on the WhatsApp blog.
Want help pulling WhatsApp, Instagram and Facebook into one simple plan that brings in customers? Get in touch with 1iDesigns and let’s chat about social media management for your business.
