WhatsApp Usernames in 2026: What Changed for Businesses and How to Prepare
WhatsApp usernames let customers message you without sharing their number. What it means for your business, customer data and CRM, and how to prepare now.
In June 2026 WhatsApp began gradually rolling out usernames, so customers can message businesses with a username and hide their phone number. With it comes a new identifier for each customer with each business, called a BSUID, which arrives with messages. Businesses should reserve a username for their brand and update their systems to recognise customers by the new identifier, not only by phone number.
01What changed?
- Customers: can choose a username and hide their number from businesses.
- Businesses: can reserve a username for their brand, and their number stays visible.
- The new BSUID identifier: a fixed ID for each customer with your business, included in every incoming message.
- Existing customers: existing relationships are protected; the bigger change is with new customers.
02Why does it matter to you?
Many systems use the mobile number as the customer's identity: for search, merging records and linking orders. A new customer who messages you with a username may arrive without a number, so if your system relies on the number alone, it won't recognise them or link them to their orders.
If you use spreadsheets or systems that rely only on the mobile number, review them now, before conversations with no clear identity start piling up.
03Steps to prepare
- Reserve a username for your brand in WhatsApp Manager or through your platform.
- Make sure your system stores the new identifier alongside the mobile number.
- Update how you match customers so it accepts both.
- Test a conversation from an account that uses a username.
- Brief your team: some customers will appear without a number.
If you need the customer's number for delivery or an invoice, ask for it clearly in the chat and give the reason.
04An opportunity, not a problem
A short, easy username like @lamsa is easier than a long number on ads, signs and packaging. Reserve a name close to your Instagram and TikTok handles so your identity is the same everywhere.
05Other 2026 updates
Alongside usernames, message prices changed in some countries, messaging limit tiers were simplified for verified accounts, and Meta now sends large campaigns in batches.
Key takeaways
- Customers can message you with a username and hide their number.
- Reserve a username for your brand now.
- Store the new identifier alongside the number in your CRM.
- Ask for the number in the chat when needed, with a clear reason.
Frequently asked questions
Does the business number disappear?
No, the business number stays visible to customers.
Are old conversations affected?
Existing relationships are protected; the biggest impact is on new customers who use usernames.
Can I send a campaign to a customer without a number?
Check Meta's current guidance and your provider, as ways of messaging by the new identifier are evolving with the rollout.
- #WhatsApp username
- #BSUID
- #WhatsApp update 2026
- #WhatsApp without a phone number