WhatsApp has introduced a new feature that will make message traffic safer and more controlled. Now, if a number not saved in your contacts sends you a message and you do not reply, that person will not be able to continue messaging you. In other words, the app is shifting communication from a one-sided basis to one based on mutual consent.

This update can be considered an important step in preventing spam, promotional messages, and unwanted communication. With this innovation, users will be largely protected from the risk of being constantly harassed by unknown numbers.

For brands, the picture is clear: Reaching users with “cold” messages is now even more difficult. That shows that quality communication, permission-based marketing, and interactions built on trust are now more valuable than ever.