WhatsApp Custom Chat Themes: What It Means for Brands in Catalonia

WhatsApp is preparing one of its most visible design changes in years: custom chat themes. Inspired by the personalisation options already familiar to Instagram and Messenger users, the feature will let people choose coordinated colours for chat bubbles and backgrounds, with at least ten themes expected at launch and the ability to override settings on a per-conversation basis. For consumers, it is a small but welcome aesthetic upgrade. For businesses across Catalonia, it is a signal that WhatsApp is maturing into a richer, more branded commercial channel — and that the way you present messages matters more than ever.

What the new chat themes actually change

Until now, WhatsApp has kept customisation deliberately minimal. Users could swap the wallpaper behind a conversation, but bubble colours stayed fixed. The upcoming update, spotted in recent iOS and Android beta builds, changes that: selecting a theme will adjust both the background and the bubble palette so the whole conversation feels coherent. Crucially, the per-chat override means a customer can keep a neutral default for family and friends while applying a different look to a business thread — or vice versa.

This matters because messaging is no longer a purely personal space. In Spain, WhatsApp is the default channel for everything from booking a restaurant in Tarragona to confirming a delivery slot in Lleida. When a channel becomes this central to daily life, small interface choices shape perception. A well-chosen theme can make a brand conversation feel intentional rather than intrusive.

Why this is relevant for Catalan SMEs and e-commerce

Catalonia has one of the densest concentrations of small and medium businesses in southern Europe, and most of them already run on WhatsApp. A boutique in Girona confirms stock via chat; a clinic in Barcelona sends appointment reminders; an online store ships across the EU and handles returns through the same thread. The new themes do not change the underlying API or notification logic, but they do change the visual context in which your messages arrive.

• Brand consistency: coordinated colours make automated notifications feel like part of your identity rather than a generic system alert.
• Reduced friction: a recognisable thread is easier for customers to find and trust when they need to reply.
• Higher engagement: messages that look deliberate are more likely to be read and acted upon, especially for order updates and cart recovery.

None of this replaces substance. A beautifully themed message that arrives at the wrong moment, or without a clear next step, still fails. The theme is the wrapper; the content and timing remain the product.

Designing notifications that survive a colourful inbox

As chat interfaces become more expressive, the discipline of writing short, useful messages becomes more valuable. A few practical rules apply regardless of theme:

• Lead with the reason for the message — order number, appointment time, delivery window — in the first line.
• Keep a single, obvious call to action. One link, one button, one question.
• Respect quiet hours and frequency. Over-messaging is the fastest way to be muted, whatever the bubble colour.
• Use templates that comply with GDPR and the Spanish LOPDGDD, with clear opt-in records and an easy way to unsubscribe.

For stores running PrestaShop or WordPress, automated notifications tied to real events — payment confirmed, order shipped, abandoned cart — consistently outperform generic broadcasts. The theme simply makes those notifications easier to recognise at a glance.

Payments, compliance and the wider Spanish context

WhatsApp commerce in Spain is increasingly woven into local payment habits. Customers expect to complete a purchase with Bizum, pay by card through Stripe or Redsys, and receive confirmation in the same chat. As conversational commerce grows, so does the regulatory weight: consent must be explicit, data must be stored lawfully under GDPR and the LOPDGDD, and marketing messages must be distinguishable from transactional ones. Custom themes do not alter these obligations, but they do raise the bar for clarity — a branded, well-structured thread makes it easier to separate service updates from promotional content.

Businesses in Barcelona, Lleida, Tarragona and Girona should also watch how the feature rolls out across devices. Because users can override themes per chat, your carefully chosen palette may not always be what the customer sees. The lesson is to design messages that work in any visual context: strong copy, clear structure, and a consistent tone rather than reliance on colour alone.

What to do now, before the rollout reaches everyone

The feature is still in beta, but the direction is clear: WhatsApp is becoming a more expressive, more branded platform. Use the coming months to audit your notification flows, tighten your templates and confirm your consent records are in order. Review how your messages look in a crowded inbox, test different timings, and measure replies rather than opens. When custom themes arrive on iOS and Android, your business will already be speaking a consistent visual and verbal language — and that is what customers in Catalonia will remember.

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.