Announcing filtering by brand for native messaging

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<td style="height: 22px; width: 33.3333%;"><strong>Announced on</strong></td>
<td><strong>Rollout starts</strong></td>
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<td style="height: 22px; width: 33.3333%;">August 4, 2026</td>
<td>August 4, 2026</td>
<td style="height: 22px; width: 33.3333%;">August 11, 2026</td>
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</table></figure><p>We’re happy to announce the release of brand filtering in Zendesk messaging, which helps end users see only the conversations that belong to the brand they are currently engaging with.</p><div class="note">
<span class="notetitle">Note:</span> This release applies to the messaging Web Widget only. Brand filtering will be available for mobile SDKs in the coming weeks.</div><p>This article includes the following sections:</p><ul>
<li data-list-item-id="e54e6ac8675ee94a3282122ca6f98b848"><a href="#h_01K39FKN2ZKQS92V5424YQV505">What is changing?</a></li>
<li data-list-item-id="ebcec1e76c98489baef5bc03db6fe3fef"><a href="#h_01K3A7DY1MGYWC5Z9FE5WEZMD9">Why is Zendesk making this change?</a></li>
<li data-list-item-id="e4b1e0a6f3b938ccc7171d917a292ca77"><a href="#h_01K3A7FEPQBH8P3JPGKNBZRT8C">What do I need to do?</a></li>
</ul><h2 id="h_01K39FKN2ZKQS92V5424YQV505">What is changing?</h2><p>This feature prevents end users from seeing conversations from unrelated brands owned by the same customer, reducing confusion and keeping support conversations properly associated with the correct brand.</p><p>When brand filtering is turned on for a Web Widget that supports the feature:</p><ul>
<li data-list-item-id="e2dc1a3e92ca61b5b023856476870a6c9">End users see only conversations for the current brand.</li>
<li data-list-item-id="e27e98b781f25ee25002df71ca37d7778">Conversation lists are filtered by brand.</li>
<li data-list-item-id="e04d63ef756921b95317c440ba5f0801a">New conversations remain associated with the correct brand.</li>
<li data-list-item-id="e4c4ab7f921e0db6b1b549c109674f07b">The system filters what end users see in the UI.</li>
<li data-list-item-id="e90941cd0ee26cd840271c6a0f8f1882b">The filter is applied <strong>to the last 100 conversations</strong> that have taken place across all brands.</li>
<li data-list-item-id="eae30a11686e8a3881983dc6eb701b883">It does not change the underlying authorization model so no changes are needed to your authentication. </li>
<li data-list-item-id="ed12c9170edbe313d43253f3f5fded977">Mobile SDKs and unsupported clients continue to behave as they do today.</li>
</ul><p>This improves both the end-user experience and the business workflow by avoiding mixed-brand conversations and mis-assigned tickets.</p><p>Brand filtering is available only when all of the following are true:</p><ul>
<li data-list-item-id="ea13a7dd0b2d729d4c849d900ca462cf4">
<a href="https://support.zendesk.com/hc/en-us/articles/8008427696410"><span class="wysiwyg-underline">Multiple conversations</span></a> are allowed for end users.</li>
<li data-list-item-id="e79b4c819597dede7a4f6cbe1de7fd82b">Your account has two or more brands</li>
</ul><p>If multi-conversations is turned off, the brand filtering toggle is not available.</p><h2 id="h_01K3A7DY1MGYWC5Z9FE5WEZMD9">Why is Zendesk making this change?</h2><p>Today, Zendesk messaging shows a single conversation list across all brands owned by the same customer.</p><p>That can cause problems such as:</p><ul>
<li data-list-item-id="e06a75abf65ea23e382b450686733fde3">End users seeing unrelated conversations from another brand</li>
<li data-list-item-id="e9e5bf32d884462596e8516b52563fb09">Confusion when multiple brands belong to the same company</li>
<li data-list-item-id="e70c8e003b205f3d6d64aad3839234e51">Tickets containing messages from different brands</li>
<li data-list-item-id="e287c812b8fe4102c15476c0e8ca835d5">Conversations appearing with the wrong brand ID when users switch devices or channels</li>
</ul><p>Brand filtering addresses this by making the conversation view brand-aware. In practice, this means users only see the conversations associated with the brand they are currently using.</p><h2 id="h_01K3A7FEPQBH8P3JPGKNBZRT8C">What do I need to do?</h2><p>If available for your account, you can <a href="https://support.zendesk.com/hc/en-us/articles/10792128438682"><span class="wysiwyg-underline">turn on brand filtering</span></a> in Admin Center.</p><p>If you have feedback or questions related to this announcement, visit our <a href="https://community.zendesk.com/ideas" target="_blank" rel="noopener noreferrer"><span class="wysiwyg-underline">community forum</span></a> where we collect and manage customer product feedback. For general assistance with your Zendesk products, contact <a href="https://support.zendesk.com/hc/en-us/articles/4408843597850"><span class="wysiwyg-underline">Zendesk Customer Support</span></a>.<br><br> </p>