| Announced on | Rollout starts | Rollout ends |
| August 4, 2026 | August 4, 2026 | August 11, 2026 |
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.
This article includes the following sections:
What is changing?
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.
When brand filtering is turned on for a Web Widget that supports the feature:
- End users see only conversations for the current brand.
- Conversation lists are filtered by brand.
- New conversations remain associated with the correct brand.
- The system filters what end users see in the UI.
- The filter is applied to the last 100 conversations that have taken place across all brands.
- It does not change the underlying authorization model so no changes are needed to your authentication.
- Mobile SDKs and unsupported clients continue to behave as they do today.
This improves both the end-user experience and the business workflow by avoiding mixed-brand conversations and mis-assigned tickets.
Brand filtering is available only when all of the following are true:
- Multiple conversations are allowed for end users.
- Your account has two or more brands
If multi-conversations is turned off, the brand filtering toggle is not available.
Why is Zendesk making this change?
Today, Zendesk messaging shows a single conversation list across all brands owned by the same customer.
That can cause problems such as:
- End users seeing unrelated conversations from another brand
- Confusion when multiple brands belong to the same company
- Tickets containing messages from different brands
- Conversations appearing with the wrong brand ID when users switch devices or channels
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.
What do I need to do?
If available for your account, you can turn on brand filtering in Admin Center.
If you have feedback or questions related to this announcement, visit our community forum where we collect and manage customer product feedback. For general assistance with your Zendesk products, contact Zendesk Customer Support.