WhatsApp Introduces Usernames for Businesses; Rollout Begins Soon

WhatsApp has announced the rollout of usernames for businesses, an optional feature that allows businesses to claim a unique handle (for example, @BusinessName) so customers can easily find and contact them without relying on a phone number.

Businesses can now reserve and claim their usernames through WhatsApp Manager, Meta Business Suite, or the Username API. Once approved, the username will become active when the feature is launched in the respective region. Businesses are encouraged to reserve their preferred usernames early to secure their brand identity.

As part of the rollout, WhatsApp is also introducing two new capabilities in early July:

- Send to BSUID (Business-Scoped User ID): Businesses will be able to send messages to customers using a unique business-scoped user ID, even if the customer`s phone number is not available.

- Phone Number Request: Businesses can request a customer`s phone number directly within a chat using a new call-to-action button. If the customer agrees, the phone number will automatically be shared and saved to the business`s contact list.

With the new system, customers who choose to use usernames may no longer share their phone numbers when contacting a business for the first time. Instead, WhatsApp`s Cloud API will return a BSUID, requiring businesses to update their CRM systems, routing workflows, and customer identification processes to support the new identifier.

Existing customer conversations and workflows will remain unchanged, and businesses can continue messaging customers whose phone numbers are already stored.

WhatsApp has advised businesses to prepare their systems for BSUID integration to ensure uninterrupted customer communication as the feature rolls out over the coming weeks.