Summary
Starting in June 2026, WhatsApp will begin a phased rollout that allows users to message businesses without sharing their phone number, starting with pilot countries first. Instead of a phone number, businesses will receive a new identifier called BSUID (Business-Scoped User ID).
This guide explains what's changing, how BSUID works, what you need to update, and - most importantly - what's staying the same.
Credits: Some images used in this article are sourced from Meta documentation and product materials.
Why WhatsApp is introducing usernames
Until now, starting a conversation on WhatsApp meant sharing your phone number by default. Many users found that uncomfortable - they wanted to ask questions, explore products, or contact support without exposing their personal number.
Usernames solve this. Users can create a username and use it to message businesses instead of sharing a phone number. This gives customers more privacy and makes their experience feel safer from the start.
For businesses, usernames also lower the barrier to entry. Customers can now search for you directly by your username - no need to save or remember a phone number.
Businesses can also adopt usernames
Businesses will also be able to create usernames on WhatsApp, making it easier for customers to find and connect with them without needing a phone number. Usernames help businesses strengthen their brand presence on WhatsApp and make business discovery more intuitive for customers.
For verified businesses with a blue checkmark, brand identity and authenticity will continue to be protected throughout this transition.
What Is BSUID?
When a user messages you using a username, WhatsApp sends you a BSUID (Business-Scoped User ID) instead of a phone number.
Think of BSUID as your new primary identifier for customers who choose to protect their phone number.
Key characteristics:
Unique per business - The same user has a different BSUID for each business they interact with. This protects user privacy.
Automatically generated - You receive it automatically via webhooks when users message you.
A BSUID is generated separately for each business portfolio, which means the same user will have a different BSUID across different portfolios.
BSUID format looks like this:
US.13491208655302741918
It starts with a two-letter country code, followed by a dot and a unique alphanumeric string (up to 128 characters).
Important: When using BSUID in APIs, use the entire value exactly as provided. Truncation will cause requests to fail.
What's actually changing
The way you identify new customers is shifting:
Before | After |
Phone number = Customer identity | Phone number or BSUID = Customer identity |
If a new user starts a conversation using a username, you may only receive their BSUID - not their phone number.
Note: Even if a user chooses a username, their phone number may still be shared in certain situations, such as recent interactions or contact-book matching.
What this means for you:
Your CRM, chatbots, and automation workflows need to support contacts identified by BSUID
You may see contacts in your inbox without phone numbers attached
Important: Once usernames are introduced, some users who choose to enable usernames may no longer automatically share their phone numbers with businesses on WhatsApp. Instead, WhatsApp will provide businesses and Cloud API partners with a new unique identifier that can be used in workflows in place of a customer’s phone number.
What's not changing
Good news - most of your existing workflows remain intact:
Message sending works the same way - Templates, message types, and API structure stay consistent. Just use BSUID where you previously used phone number.
Conversation billing stays the same - The 24-hour window and billing logic remain unchanged regardless of whether you identify customers by phone number or BSUID.
Existing phone numbers are safe - If you already have a customer's phone number from a previous conversation, ad click, order record, or CRM data, you can continue using it. Phone numbers don't disappear.
Users without usernames - If a user hasn't enabled username protection, you'll still receive their phone number.
Important limitation: Authentication messages
You cannot send OTP or verification code messages using BSUID alone.
Authentication templates (one-tap, zero-tap, copy-code) still require a phone number. If your business depends on OTP delivery, you need a strategy to collect and store phone numbers from users who initially message you via username.
What you need to do to prepare
Update your systems - If your CRM, chatbot, or automation workflows assume phone numbers are always present, update them to accept BSUID as a valid identifier.
Plan for OTPs - If you send authentication messages, create a flow to request and store the user's phone number within the conversation.
Check your integrations - Connected tools like Shopify, HubSpot, Salesforce, or WooCommerce may need updates if they rely on phone number as the sole identifier.
Export your contacts - Verify your contact exports now include the BSUID field.
In summary
What Changes | What Stays the Same |
New customers may come in with BSUID instead of phone number | Message sending, templates, and billing work identically |
Your systems need to accept BSUID as a valid identifier | Existing phone numbers on record remain usable |
Authentication (OTP) flows require phone number collection | The 24-hour conversation window and billing logic unchanged |
Frequently Asked Questions (FAQs)
WhatsApp User Identification and Messaging
1. Can a user be searched using their WhatsApp username?
A user cannot be searched using a WhatsApp username. A user must first interact through an inbound action such as an ad click, QR code scan, or message to obtain the BSUID. Searching and initiating contact using only a username string is not supported.
2. Does changing a WhatsApp username affect the BSUID?
Changing a WhatsApp username does not affect the BSUID. The BSUID is linked to the phone number. The BSUID is only regenerated if the user changes their WhatsApp phone number.
3. Can customers still be contacted using phone numbers?
Customers can still be contacted using phone numbers. Phone numbers remain valid identifiers for messaging customers when the number is available in records.
4. What happens if a user enables username protection after a conversation has already started?
If a user enables username protection after a conversation has already started, the phone number that was already captured remains available in the records and is not removed.