WhatsApp Announces Username Feature Ahead of 2026 Rollout for Businesses and Users

Meta-owned WhatsApp has started notifying businesses about a sweeping upgrade to its core identity system, marking a pivotal shift from phone-number-based identifiers to a more flexible identity model. The changes center on three major components: the introduction of optional usernames for individuals and businesses, new backend identifiers called Business Scoped User IDs (BSUIDs), and a firm implementation deadline of June 2026 for enterprises using the WhatsApp Business API.

The primary user-facing change is the ability to adopt unique usernames, allowing users to message contacts and businesses without exposing their personal phone numbers. This brings WhatsApp in line with competitors like Telegram and Signal, offering a long-requested privacy feature. Users in beta versions are already seeing options to reserve their desired usernames.

Enterprises that rely on the WhatsApp Business API must audit their current Customer Relationship Management (CRM) systems, analytics dashboards, and message-routing logic to support the new BSUID field. WhatsApp says:

A business-scoped user ID (“BSUID”) is a unique user identifier that can be used to message a WhatsApp user when you don’t know their phone number. BSUID will be assigned to the user_id parameter and appear in all messages webhooks, regardless of whether or not the user has enabled the username feature.

In order to process messages from customers who have adopted usernames, businesses will need to prepare your systems and workflows to incorporate this new identifier, referred to as a business-scoped user ID in our technical documents. This new identifier will be available on current and new API versions as a new webhook field. Developer docs are available here.

By allowing users to hide their phone numbers, WhatsApp addresses a longstanding vulnerability and privacy concern. For businesses, usernames enable cleaner branding and recognition, users can message “@YourBrand” instead of memorizing a potentially confusing phone number. This strengthens identity control for both parties.

It might look like a recent feature pick, but Meta has silently been working on developing usernames since 2023. Things have been moving at a snail’s pace since then. The company announced its plans to introduce username support in October of last year, but we haven’t heard much since.

Now, it looks like Meta is reaching out to businesses to get them ready for the new username feature.