You can use setVisibilityTimeout() for both messages and batches, in order to extend the visibility time until the thread has completed processing the message.
This could be done by using a scheduledExecutorService, and schedule a runnable event after half the initial visibility time. The code snippet bellow creates and executes the VisibilityTimeExtender every half of the visibilityTime with a period of half the visibility time. (The time should to guarantee the message to be processed, extended with visibilityTime/2)
private final ScheduledExecutorService scheduler = Executors.newScheduledThreadPool(1);
ScheduledFuture<?> futureEvent = scheduler.scheduleAtFixedRate(new VisibilityTimeExtender(..), visibilityTime/2, visibilityTime/2, TimeUnit.SECONDS);
VisibilityTimeExtender must implement Runnable, and is where you update the new visibility time.
When the thread is done processing the message, you can delete it from the queue, and call futureEvent.cancel(true) to stop the scheduled event.