WhatsApp Custom Chat Themes: What They Mean for Business

WhatsApp is preparing to roll out customisable chat themes, a feature inspired by Instagram that lets users personalise the look of their conversations. The update, spotted in beta builds for both iOS and Android, gives users far greater control over chat bubble colours and backgrounds. For businesses across Catalonia that rely on WhatsApp as a core customer service and sales channel, this is more than a cosmetic change — it is an opportunity to align messaging with brand identity and improve the customer experience.

What the new chat themes actually change

Historically, WhatsApp has offered only limited personalisation. Users could swap the chat wallpaper, but the colours of the text bubbles stayed fixed. The new chat themes go further: selecting a theme changes both the background and the bubble colours together, producing a more coherent and visually consistent conversation. Early reports suggest at least ten themes will be available at launch, with the option to override the global setting for individual chats.

The feature was first identified in WhatsApp beta versions for iOS and Android, and although a full preview is not yet public, the direction is clear. WhatsApp is catching up with the customisation options already offered by other Meta apps such as Instagram and Messenger. The company appears committed to shipping the feature to both platforms, which means businesses should start thinking now about how they will use it.

Why this matters for Catalan businesses

In Spain, WhatsApp is not a secondary channel — it is often the primary one. Consumers in Barcelona, Lleida, Tarragona and Girona routinely use it to ask about stock, confirm appointments, track deliveries and resolve complaints. A shop in Lleida's Eix Comercial or a clinic in Girona can receive dozens of conversations a day, and the visual consistency of those chats contributes to how professional the business feels.

Custom themes allow a business to reinforce brand recognition at the point of contact. A consistent palette across every conversation makes messages easier to scan, helps customers distinguish a verified business account from a personal contact, and signals that the company has invested in its communication. For agencies managing multiple client accounts, themes can also serve as a quick visual cue when switching between brands.

Practical ways to use chat themes in your workflow

• Brand consistency: choose a theme whose palette matches your logo and website, so every customer touchpoint feels coherent.
• Team separation: assign distinct themes to support, sales and logistics chats so agents can orient themselves instantly.
• Campaign highlights: temporarily apply a themed look to promotional conversations during launches or seasonal sales.
• Accessibility: select high-contrast combinations to improve readability for older customers or users with visual impairments.

It is worth remembering that themes affect only the appearance of the chat. They do not change message content, delivery status or compliance obligations. Any business using WhatsApp for commercial messaging in Spain must still comply with the GDPR and the LOPDGDD, obtain valid consent before sending promotional messages, and provide a clear opt-out route. Themes are a presentation layer, not a substitute for a sound data protection policy.

Fitting themes into a wider WhatsApp strategy

Personalisation is only one part of the picture. The businesses getting the most from WhatsApp in Catalonia combine visual consistency with automation: order confirmations, abandoned cart reminders, appointment notifications and post-sale follow-ups. Integrating WhatsApp with platforms such as PrestaShop or WordPress allows these messages to be triggered automatically, reducing support tickets and freeing staff to handle complex queries.

Payment flows matter too. Spanish customers expect to complete purchases using Bizum, Stripe or Redsys, and a well-designed WhatsApp journey should connect smoothly to those gateways. When the chat looks professional and the transactional steps are frictionless, conversion improves. Themes contribute to the first impression; automation and reliable integrations deliver the result.

As with any beta feature, availability will roll out gradually. Businesses should monitor updates on both iOS and Android, test the themes on a small number of internal chats first, and document which palette suits their brand before applying it across customer-facing conversations. Planning ahead means you can adopt the feature the moment it reaches your devices, rather than scrambling to catch up.

For companies in Barcelona, Lleida, Tarragona and Girona, the message is straightforward: WhatsApp is becoming a more expressive, more brandable channel. Treat it as part of your digital identity, not just a messaging tool, and the returns will show in both customer trust and operational efficiency.

Ready to automate your WhatsApp marketing?

Discover WhatsBoost, the smart notifications platform for PrestaShop and WordPress that reduces support tickets and accelerates sales. Businesses across Catalonia (Barcelona, Lleida, Tarragona, Girona) already trust ALMC to integrate WhatsApp into their workflows. Get in touch for a personalized demo.