WhatsApp Usernames Are Here: What Businesses Must Know

WhatsApp Introduces Usernames for Businesses

WhatsApp is rolling out a new optional feature that lets businesses claim a unique username — like @JasperMarket — instead of relying solely on a phone number to be found. This makes it easier for customers to connect with a business while giving everyday users more privacy, since they can now chat using a username instead of exposing their phone number.

Step 1: Reserve Your Username Now

Businesses can already reserve and claim their preferred username through WhatsApp Manager, Meta Business Suite, or the Username API. Once approved, the username becomes active and reachable as soon as the feature is available in your region.

Since desirable handles are limited, it's worth claiming your business name early — before competitors or unrelated accounts grab it first.

Step 2: Prepare for the Gradual Rollout

Usernames will roll out region by region over the coming weeks. Alongside this rollout, two new capabilities are launching in early July to help businesses keep reaching customers smoothly:

Send to BSUID (Business-Scoped User ID)

This allows businesses to send messages to a customer using their BSUID — a unique identifier — even if the business doesn't have that customer's phone number on file.

Phone Number Request CTA

A new call-to-action button lets businesses directly ask customers to share their phone number mid-conversation. If the customer agrees, the number is automatically returned in the chat thread and saved to the business's Contact Book.

What This Means for Your WhatsApp Integration

Once a customer who has adopted a username messages a business for the first time, the Cloud API will return their BSUID instead of a phone number. Here's what businesses need to know:

• Limited initial impact: This mainly affects first-time conversations with new customers who have already switched to a username.
• No disruption for existing contacts: Current customer relationships remain unaffected. As long as Contact Book is enabled (which it is by default) and there's been recent interaction, phone numbers will continue to appear as usual. Businesses can keep messaging and calling existing numbers, or use the Phone Number Request CTA to collect a number directly in-chat when needed.

Recommended Action for Businesses

To avoid disruptions in inbound message handling, businesses are strongly encouraged to complete their BSUID integration as soon as possible. This means updating CRM systems, message routing, and identity-matching workflows to support BSUID wherever they currently depend on phone numbers.

Access to BSUID sending, a sandbox environment, and webhook endpoints is already available for testing, so integration work can begin right away.

Why This Matters for SEO and Business Strategy

Claiming a strong, brand-consistent WhatsApp username early can improve discoverability and trust similar to securing a good social media handle. Businesses that plan their username strategy now and update their backend systems for BSUID will be better positioned to avoid disruption once the feature goes live in their region.