WhatsApp Chat Themes: What Customisable Colours Mean for Brands

WhatsApp is preparing a significant update that will allow users to personalise their chat experience with customisable themes, a feature inspired by Instagram. Currently in development, this functionality is expected to roll out to both iOS and Android devices, giving users greater control over the appearance of their conversations. For businesses across Catalonia—from Barcelona to Lleida, Tarragona, and Girona—this shift towards personalisation raises important questions about brand consistency, customer engagement, and the future of WhatsApp as a commercial channel.

What the New Chat Themes Feature Entails

According to reports from WABetainfo, the chat themes feature was first spotted in the WhatsApp iOS beta version 24.11.10.70 and later in the Android beta version 2.24.17.19. Screenshots suggest that WhatsApp is testing an option where users can select a default chat theme. While a preview of the feature is not yet available, it is believed that at least 10 different themes will be offered at launch.

Unlike other Meta applications such as Instagram and Messenger, WhatsApp has traditionally offered limited customisation, allowing only the chat background to be changed while keeping text bubble colours consistent. With this new update, both the wallpaper and text bubble colours will change based on the selected chat theme, providing a more cohesive and personalised look. Additionally, users will be able to override these settings individually for each conversation, allowing greater flexibility in customising chat bubble colours and backgrounds.

Why Personalisation Matters for Businesses in Catalonia

For companies operating in Spain, particularly in Catalonia's competitive retail, hospitality, and service sectors, WhatsApp has become an essential tool for customer communication. The introduction of chat themes means that users will have more control over how their conversations look, which could influence how they perceive branded messages. Businesses that rely on WhatsApp for customer support, order updates, and marketing campaigns must consider whether their brand colours and visual identity will remain consistent across different user-selected themes.

In Barcelona, where digital-native startups and established enterprises alike use WhatsApp Business, the ability to customise chat themes could lead to more engaging customer interactions. However, it also means that companies need to ensure their messaging remains clear and recognisable regardless of the user's chosen theme. For example, if a customer selects a dark theme with vibrant bubble colours, a brand's logo or promotional image might not stand out as intended. This underscores the importance of testing visual assets across different themes to maintain brand visibility.

Implications for WhatsApp Marketing and Customer Experience

The chat themes feature aligns with a broader trend of personalisation in digital communication. As users become accustomed to tailoring their app experiences, they may expect similar flexibility from businesses. Companies in Lleida and Tarragona that use WhatsApp for appointment reminders, promotional offers, or customer feedback should consider how they can leverage this personalisation to enhance customer experience. For instance, businesses could use rich media and interactive elements that adapt well to different themes, ensuring that their messages remain effective.

Moreover, the update could impact the way businesses design their WhatsApp templates and automated messages. With users potentially selecting themes that alter the appearance of chat bubbles, companies may need to avoid relying solely on colour to convey information. Instead, they should focus on clear typography, concise copy, and universally recognisable icons. This is particularly relevant for businesses in Girona's tourism sector, where international visitors may have different preferences and expectations.

Regulatory and Technical Considerations

As with any update to WhatsApp, businesses must remain compliant with European data protection regulations, including the GDPR and Spain's LOPDGDD. The chat themes feature itself does not directly affect data processing, but it is a reminder that businesses should regularly review their WhatsApp marketing practices to ensure they are collecting consent appropriately and safeguarding customer data. Using official WhatsApp Business API providers and integrating with secure payment gateways such as Stripe, Redsys, or Bizum can help maintain trust and compliance.

Technically, the rollout of chat themes is expected to be gradual, and businesses should monitor updates to the WhatsApp Business app to ensure compatibility. While the feature is still in beta, it is wise to stay informed about how it evolves, as it may influence user behaviour and engagement metrics. Companies that proactively adapt their messaging strategies will be better positioned to maintain strong customer relationships.

Preparing Your Business for the Change

To stay ahead, businesses in Catalonia should consider the following steps:

• Audit your WhatsApp templates: Review your message templates to ensure they are legible and effective across different colour schemes. Avoid relying on specific colours to convey meaning.
• Test visual assets: Check how your logos, images, and promotional graphics appear against various chat themes. Consider using transparent backgrounds or high-contrast designs.
• Focus on content quality: Personalisation of chat themes is user-driven, so the core of your messaging—clear, concise, and valuable content—will always be the most important factor.
• Stay compliant: Ensure your WhatsApp marketing complies with GDPR and LOPDGDD, and use approved payment gateways like Bizum, Stripe, or Redsys for transactions.
• Monitor engagement: Keep an eye on how the new feature affects customer interaction and adjust your strategy accordingly.

By embracing these practices, businesses can turn the chat themes update into an opportunity to strengthen their brand presence and customer loyalty.

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.