WhatsApp usernames are coming: What your business needs to know

For over a decade, your phone number has been your digital "passport" on WhatsApp. But that’s about to change. As shared recently by Meta, WhatsApp is preparing to launch one of its most requested features: Usernames. If you're using WhatsApp to engage with customers, this update deserves your attention. Here's everything you need to know about what's changing and why it matters for your business.

What is WhatsApp username?

WhatsApp usernames are exactly what they sound like: unique handles (e.g., @yourbusiness) that give users an alternative way to connect without sharing phone numbers. Similar to how usernames work on Instagram or Telegram, this feature adds a layer of privacy and convenience to WhatsApp conversations.

Here's what makes this update significant: usernames are optional. Both individuals and businesses can choose whether to use them. When enabled, your username lets people find and message you—whether in 1:1 chats, group conversations, or even voice and video calls, without ever needing to know your actual phone number.

For businesses, this means you can build your WhatsApp presence around your brand name rather than a phone number, making it easier and more intuitive for customers to reach you.

“User” usernames vs. business usernames

WhatsApp usernames apply to both individual users and businesses, but they serve different purposes and work slightly differently. Here’s how to think about each.

“User” usernames (for individual WhatsApp users)

A user's username is a unique, optional name that a WhatsApp user can set to represent themselves instead of their phone number in the app.

Once set, the username can be shown in chats, groups, and message content in place of a phone number. It helps users keep their personal phone numbers private when messaging others, including businesses. Usernames can also be used when personalizing message content for individual users.

Some key things to know:

1. Each WhatsApp user can have one username at a time

2. Usernames can be changed periodically

3. Changing a username does not affect:

   • The user’s phone number

   • Their ability to message businesses or other users

   • Existing conversations or messaging history

In short, usernames give users more control over how they appear, without disrupting how WhatsApp works behind the scenes.

Business Usernames (for WhatsApp Business/WABA accounts)

Businesses will also be able to adopt a business username, giving them a clearer, more brand-forward identity on WhatsApp. However, adopting a business username does not hide your business phone number in the WhatsApp or WhatsApp Business app. The username works as an additional identifier, not a replacement for your phone number.

A business username is:

• Mapped to one specific business phone number

• Restricted so that no two phone numbers (consumer or business) can share the same username

Business usernames must adhere to the following format:

• may only contain English letters (a-z), digits (0-9), period (.), and underscore (_) characters

• must be between 3-35 characters in length

• must contain at least one English letter (a-z, A-Z)

• must not start or end with a period or have 2 consecutive periods

• must not start with www

• must not end with a domain (e.g., .com, .org, .net, .int, .edu, .gov, .mil, .us, .in, .html, etc.)

• case is ignored when comparing usernames, but period and underscore characters are not; for example, myID and myid are the same *username, but myid, my.id, and my_id are all distinct

This ensures clarity, consistency, and trust so customers can be confident they’re chatting with the right business.

Username reservation: claim yours early

According to Meta's official documentation, some businesses will be given the option to claim a username that WhatsApp has reserved for them before usernames are officially available to the public. This reserved username typically matches your existing brand name closely, making it easier for customers to recognize and find you. If you prefer, you can also choose a different username that better aligns with your branding strategy.

Once you claim a username and it’s approved, it won’t be visible right away, but it will automatically become active when WhatsApp usernames officially launch.

If your desired username is already being used on your Facebook Page or Instagram account, you’ll need to link your business phone number to that Page or account before you can claim it. To do this, you must have the right level of access—meaning you either fully manage the Page or account, or have permission to manage the business phone number.

In short, reserving a username helps businesses secure their brand name early, so they’re ready when usernames roll out more broadly.

Why this matters for businesses on WhatsApp

So what does this actually mean for your day-to-day customer engagement on WhatsApp?

1. Lower barriers to first contact

Right now, potential customers need your phone number to message you. That creates friction—they need to save your number, or copy-paste it correctly. With usernames, the process becomes seamless. Customers can simply type @yourbusiness and start a conversation instantly.

How this simplifies your marketing:

• Add your username to Instagram bios, Facebook posts, or business cards

• Include it in email signatures or website footers

• Share it verbally without the hassle of dictating a phone number

2. Privacy builds trust

Research consistently shows that customers are more comfortable engaging with businesses when they feel their personal information is protected. When usernames become available, everyone will have the option to use them, offering a balance between safety and simplicity.

This is particularly important for:

• First-time customers who are still building trust with your brand

• Privacy-conscious buyers who hesitate to share phone numbers

• Younger audiences who expect privacy-first digital experiences

When customers know their phone number stays private unless they choose to share it, they're more likely to initiate that first conversation with your business.

3. Stronger, more memorable brand identity

Your phone number doesn't communicate anything about your brand. But @SleekFlowSupport or @YourCoffeeShop? That's instantly recognizable and reinforces your brand with every interaction.

For businesses managing multiple WhatsApp numbers (e.g., different departments or product lines), usernames can help organize and clearly distinguish these channels for customers.

4. Better engagement

People feel more confident engaging with businesses when their personal information stays private, while still retaining the choice to share their number if they wish. This confidence translates to:

• More inbound customer inquiries

• Higher engagement rates on WhatsApp campaigns

• Better conversion from awareness to actual conversations

WhatsApp usernames are essentially moving businesses from being "just a number" to having a real identity on the platform. That means customers can discover you more easily, your brand becomes more recognizable, and privacy-conscious buyers feel safer reaching out to you. So here's your homework: start brainstorming a username that best represents your business, so when the reservation window opens, you'll be ready to claim it before anyone else does!

Note: The technical information in this article is based on Meta's official WhatsApp Business API documentation as of January 2026. Features and implementation details are subject to change.