WhatsApp just shared big news with its Cloud API partners. Businesses can now reserve a username, just like regular users. This update follows a similar rollout from two days ago, when WhatsApp opened username reservations to everyday users on Android and iPhone. So, both sides of WhatsApp, people and businesses, are now getting ready for a shift away from phone numbers.
For years, phone numbers were the main way businesses reached customers on WhatsApp. That is starting to change. In fact, this update is one of the bigger shifts to Cloud API messaging in recent memory.
Table of Contents
How Businesses Can Reserve a Username
Cloud API partners now have three ways to claim their handle:
- WhatsApp Manager
- Meta Business Suite
- The Username API
This option is separate from what regular WhatsApp Business users could already do. Cloud API partners work at a much bigger scale. So, this update gives large companies a chance to lock in their preferred name early.
Once a business reserves a username, it will not go live right away. Instead, it stays on hold. Then, once usernames launch in that business’s region, the username turns on by itself.
This means a business does not have to wait for the full launch to act. Instead, it can lock in a short, clear, brand-friendly name today. That way, there is no last-minute scramble once usernames finally go live everywhere.
Why WhatsApp Is Making This Change
Back in November, WhatsApp first told partners about usernames. At the same time, the company introduced something called a BSUID, short for Business-Scoped User ID. This is a way for businesses to message customers without needing their phone number.
WhatsApp also set a deadline. Businesses were told to update their systems by June 2026. That date has already passed. This may be one reason WhatsApp is pushing the update out now.
The idea behind BSUID is fairly simple, once you break it down. Instead of tying a conversation to a phone number, WhatsApp ties it to a fixed ID that stays the same, even if the customer’s number changes. As a result, businesses can keep a steady line of contact with someone, no matter what happens to their SIM card or carrier.
Two days before this announcement, WhatsApp let regular users reserve usernames too. If you want to grab yours before the full rollout, here’s how to reserve a WhatsApp username in a few taps. WhatsApp even added a name generator, in case you cannot think of a good handle.
Two New Tools for Business Partners
Along with the username update, WhatsApp rolled out two more tools. Both help businesses stay in touch with customers, even without a phone number.
- Send to BSUID. This lets a business message a customer using their BSUID instead of a phone number.
- Phone Number Request button. This adds a button inside a chat. It asks the customer to share their number. If the customer agrees, WhatsApp saves it right into the business’s Contact Book.
Together, these tools give businesses a backup plan. That way, conversations do not have to stop just because a phone number is missing.
What Changes for Businesses
This part is a bit technical, but the idea is simple.
Once usernames become available to everyone, some new chats will look different. If a customer with a username messages a business for the first time, the Cloud API will return a BSUID, not a phone number.
However, this only applies to brand-new conversations. If a business already has history with a customer, and they have chatted recently, the phone number will still show up first. So, older relationships should stay mostly the same.
Businesses can also keep messaging and calling numbers they already have. Nothing changes there.
For everyday users, this shift is mostly about privacy. A username lets someone message a business, or a friend, without handing over their real phone number. This matters even more now that people switch between devices so often. If you use WhatsApp on iPad and PC, the same username follows you everywhere. Meanwhile, on the business side, that same conversation still works fine, just through a BSUID instead of a number.
What Businesses Should Do Now
WhatsApp is asking its partners to act soon. Here is a short checklist:
- Review any workflow that depends on phone numbers
- Read WhatsApp’s updated developer guide on BSUID
- Test BSUID now, using the dummy API and current webhooks
- Reserve a preferred username before good ones are taken
Businesses that wait too long could run into trouble later. So, the sooner a business tests its systems, the smoother this change will likely go.
Quick Answers
What is a BSUID?
A BSUID is a Business-Scoped User ID. It lets a business message a customer without needing their phone number.
When will WhatsApp usernames launch for everyone?
WhatsApp says usernames will roll out over the coming weeks. Users will get a notice inside the app once it is live in their country.
Can businesses claim a username already?
Yes. Cloud API partners can reserve one now through WhatsApp Manager, Meta Business Suite, or the Username API. It stays on hold until usernames go live in that region.
Why This Update Matters
WhatsApp is slowly moving away from phone numbers as the main way people connect. Usernames give users more privacy. BSUID gives businesses a similar option on their end.
This shift will not happen overnight. Still, businesses that prepare now will likely avoid problems later. It’s part of a bigger pattern too, WhatsApp has also been refreshing how the app looks and feels, like WhatsApp’s iPad redesign. Given how many people use WhatsApp every day, this update could change how millions of conversations begin, one username at a time.
At the end of the day, this is a heads-up moment for any business that relies on WhatsApp to talk to customers. The tools are ready. The documentation is out. Now, it is up to each business to test its systems before usernames become the norm rather than the exception.
