WhatsApp usernames like Instagram coming soon; When can you expect it and how does it affect your number-based contacts?
When will the WhatsApp username be available?
The platform is expected to make usernames available globally by June 2026. Under this new framework, both consumers and businesses will be able to reserve unique identifiers such as ‘xxx Bank’ or ‘Ben Clark’, reflecting identification systems used on platforms such as Instagram. A company spokesperson confirmed to ET Tech that they’re excited to bring usernames to the platform to help people connect with new friends, groups, and businesses without having to share their phone numbers. The spokesperson also stated that this feature will add an extra layer of privacy and make it easier to access businesses, and more details will be shared when the system is ready.
Is the use of phone numbers completely eliminated?
WhatsApp will offer its new identification system as an optional privacy feature; This means users will retain the option to continue using their phone number. People aware of the development told ET Tech that this option was necessary to prevent service disruptions and ensure that users do not switch to rival platforms such as Telegram or Signal. Experts suggest that while this move will increase user privacy and strengthen spam control, the main aim is to increase discoverability on the platform while maintaining a stable user base.
What is the upcoming business model shift?
Beyond user ID, WhatsApp will introduce dynamic pricing for businesses. According to this model, businesses will need to quote a maximum price in real time to send marketing messages to users. Beta testing for this new pricing structure is planned to take place in the second half of 2026, with an estimated release date in the second quarter of 2027. A communications industry executive involved in the testing told ET Tech that the move represents a major revenue unlock for WhatsApp, which has been dependent on per-message pricing for nearly a decade. This shift is in line with the Facebook advertising model and follows a lack of interest in other monetization efforts such as Channels and Status Ads.
How will this impact data ownership and the ecosystem?
Industry executives pointed out that WhatsApp effectively creates a walled garden by preventing businesses from hijacking phone numbers. This prevents leads from being redirected to competing channels such as SMS, voice or Google RCS. While the changes could lead to a reduction in spam to consumers, executives also raised questions about data ownership and lock-in to the ecosystem. OTT communications platforms continue to face increasing regulatory pressures in Europe, India and the Middle East because they offer services that compete with tightly regulated telecom channels, an executive said. Despite the switch to usernames, mandates such as the telecommunications department’s rule on SIM binding will continue to apply.
(With agency input)
