WhatsApp usernames like Instagram coming soon; When can you expect it and how does it affect your number-based contacts?

WhatsApp has initiated its most extensive platform overhaul to date, transitioning from a phone-number-centric architecture to a system of unique usernames and IDs. The Meta-owned platform is scheduled to deploy this update globally by June 2026, allowing users to initiate messages and voice or video calls without disclosing their personal contact digits. Both private consumers and corporate entities will be eligible to reserve specific handles, marking a departure from the decade-old reliance on telecom-linked identities.

When will the WhatsApp username rollout happen?

The platform is expected to roll out usernames globally by June 2026. Under this new framework, both consumers and businesses will be able to reserve unique handles, such as 'xxx Bank' or 'Ben Clark', mirroring the identification systems used on platforms like Instagram. A company spokesperson confirmed to ET Tech that they are 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 further stated that this feature will add an extra layer of privacy and make it easier to reach businesses, with more details to be shared when the system is ready.

Is the use of phone numbers being scrapped entirely?

WhatsApp will offer the new identification system as an optional privacy feature, meaning users will retain the choice to continue using their phone numbers. People aware of the development told ET Tech that this optionality was necessary to avoid service disruptions and ensure that users do not migrate to competing platforms such as Telegram or Signal. Experts suggest that while the move enhances user privacy and strengthens spam control, the primary objective is to improve discoverability on the platform while maintaining a stable user base.

What is the upcoming business model shift?

Beyond user identification, WhatsApp is set to introduce dynamic pricing for businesses. Under this model, enterprises will need to bid a maximum price in real-time to send marketing messages to users. Beta testing for this new pricing structure is scheduled to run through the second half of 2026, with a projected live date in the second quarter of 2027. A communications sector executive involved in the testing told ET Tech that this move represents a major revenue unlock for WhatsApp, which has been reliant on per-message pricing for nearly ten years. This shift aligns with the Facebook ad model and follows the lack of traction seen in other monetization efforts like Channels and Status Ads.

How will this impact data ownership and the ecosystem?

Industry executives have pointed out that by preventing businesses from extracting phone numbers, WhatsApp is effectively creating a walled garden. This prevents the diversion of leads to competing channels such as SMS, voice, or Google RCS. While the changes could result in reduced spam for consumers, executives also raised questions regarding data ownership and ecosystem lock-in. One executive noted that OTT communications platforms continue to face mounting regulatory pressures across Europe, India, and the Middle East because they offer services that compete with deeply regulated telecom channels. Despite the move to usernames, mandates such as the telecom department’s rule on SIM-binding will continue to apply.

(With agency inputs)