On 29 June 2026, WhatsApp officially opened username reservations, a major platform change. For companies, this goes well beyond a cosmetic new feature: it redefines how customers find a business and starts a technical shift that needs anticipating.
What is a WhatsApp Business username?
A username is a unique handle, of the form @YourCompany. It lets a customer start a conversation with a business without knowing its phone number.
Announced on 29 June 2026, the feature is rolling out gradually over several months and so isn't available everywhere yet. For business accounts, the phone number stays visible on the profile alongside the username: unlike personal accounts, a company doesn't hide its number: it gains an extra identifier for discoverability and branding.
Username or display name: what's the difference?
| Criterion | Display name | Username |
|---|---|---|
| Uniqueness | Not unique | Unique across WhatsApp |
| Function | Identifies the business visually | Lets someone start a chat with no number |
| Format | Free-form name | A @name handle |
| Number per company | One, reusable across several numbers | One per phone number |
For companies with several numbers: the display name can stay the same across all of them, but each number needs its own username.
A technical change not to underestimate: the BSUID
Beyond the username visible to the customer, this launch comes with a new technical identifier: the Business-Scoped User ID (BSUID). In practice, when a customer adopts a username, the business may receive that identifier instead of the phone number in certain flows, notably conversations started from a click-to-WhatsApp ad.
For a company already running WhatsApp inside its CRM, its automation tools or its attribution dashboards, that has a direct consequence: systems built solely around the phone number as a unique identifier need updating. Conversations already under way are unaffected and the number remains usable. The change mainly concerns new contacts and upstream technical integrations.
Why reserve a username now
- First come, first served. Apart from names reserved by WhatsApp for certain public figures and organisations, allocation is on a first-come basis.
- Consistency across platforms. The same username as on Facebook or Instagram can generally be carried over to WhatsApp.
- Brand recognition. A memorable handle makes it easier to associate the company with its WhatsApp account, particularly in acquisition campaigns where the touchpoint has to stay easy to remember.
Management happens in WhatsApp Manager or Meta Business Suite. A change made in either tool is reflected automatically in the other.
What this change means for your strategy
Simpler access to chat
The customer no longer needs to know or save a phone number to write to the business. That removes real friction at touchpoints where the WhatsApp identifier has to be memorable: outdoor advertising, social media, packaging.
A technical shift to prepare in advance
The gradual move to the BSUID means reviewing, with your technical provider, how customer identifiers are handled in your CRM and automation tools. Anticipating this avoids breaks in customer tracking in the months ahead.
Frequently asked questions
Is a username mandatory?
No, it is optional. A company can carry on working with its phone number and display name.
Will the BSUID replace the phone number?
Not immediately. Companies that already have a customer's number can continue to use it. The BSUID mainly concerns new contacts started via a username.
Can I reserve the same name as on Instagram?
Generally yes. In most cases WhatsApp lets you take the same handle you use on Facebook or Instagram.
What if my company has several numbers?
Each number needs its own username, even if the display name stays the same.
How do I know whether usernames are available for my account?
The rollout is gradual. If you use the WhatsApp Business app, you reserve the name directly in the app. If you use the WhatsApp Business Platform with Sandra, contact your account manager to reserve your usernames.
Conclusion
The launch of usernames makes it simpler for customers to reach businesses on WhatsApp, and at the same time introduces a technical shift (the BSUID) to anticipate in existing tools. Companies that prepare for it now will avoid breaks in their customer tracking.
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