WhatsApp Launches Username Reservation for Cloud API Partners

Ender Öztürk

July 1, 2026

WhatsApp has officially introduced a username reservation system for its Cloud API partners, marking a significant shift in how businesses interact with customers on the platform. Following the initial rollout for individual Android and iOS users, this expansion allows enterprises to secure unique identifiers through Meta Business Suite, WhatsApp Manager, or the dedicated Username API. This strategic move is a core component of the company’s broader digital transformation roadmap, which aims to complete a full transition to a username-based authentication infrastructure by 2026. By decoupling business identities from phone numbers, WhatsApp is setting a new standard for corporate communication.

This evolution represents the most significant update to WhatsApp’s business communication infrastructure in its history.

Businesses Can Secure Their Brand Identities Now

The latest update extends beyond individual profiles, providing large-scale Cloud API users with the opportunity to claim brand-aligned usernames before they become generally available. By reserving these handles early, companies can ensure their brand presence remains consistent across the platform. Once the feature is fully activated in a specific region, these reserved usernames will go live automatically, facilitating easier discovery for potential clients.

Companies will soon possess the ability to engage with customers without relying on traditional phone number sharing.

New Tools Enhance Customer Interaction Capabilities

To support this transition, WhatsApp has unveiled two primary features designed to optimize business-to-customer engagement. The ‘Send to BSUID’ functionality enables companies to initiate direct messages using an internal identifier rather than a phone number. Additionally, a new ‘Request Phone Number’ button has been integrated into the chat interface, allowing businesses to obtain customer consent for data collection more efficiently and securely.

The Digital Landscape Changes for Communication

Once the system is fully operational, the nature of business messaging will fundamentally change. When a user contacts a business for the first time, the API will transmit a BSUID rather than personal contact information. While phone numbers will remain relevant for existing customer relationships, the move toward BSUIDs provides a more privacy-centric approach to digital networking.

API Partners Must Update Their Systems

WhatsApp strongly advises all Cloud API partners to expedite their BSUID integration processes to ensure a seamless transition. Developers are encouraged to follow the updated documentation to optimize their systems within the provided test environments. Failure to prepare for this shift could result in technical disruptions once the new infrastructure becomes the mandatory standard for the platform.

The Global Rollout Continues Gradually

As the username feature reaches more users in the coming weeks, the overall WhatsApp experience will become increasingly focused on privacy and customization. Users can manage their preferences directly through the account settings menu within the application. The platform plans to provide further updates and guidance as the rollout progresses to ensure all stakeholders are aligned with the new protocols.

How do you believe the shift toward username-based communication will change your daily interactions with your favorite brands? Please share your thoughts and questions regarding this new feature in the comments section below.