WhatsApp Usernames and User IDs Explained for Businesses
Meta is implementing new measures to strengthen user privacy in WhatsApp Business API. With this, it has created new functionalities that in parallel strengthen the identity of companies within WhatsApp.
Among these new features are WhatsApp Usernames and Business Scoped User IDs (BSUID), two concepts that will change the way some users identify themselves within WhatsApp and how companies continue to recognize their customers.
In this guide, we explain what they are, how they work, what changes for businesses, and how to prepare for this evolution of WhatsApp Business API.
What are WhatsApp Usernames
WhatsApp Usernames are a new feature introduced by Meta that allows users and businesses to define a username to identify themselves within WhatsApp.
Until now, the phone number was the only way to identify a WhatsApp account. This new functionality allows users to decide when to share their number and when to use only a WhatsApp Username to start a conversation. For example: @Rafael34
In the case of companies, those using the WhatsApp Business API will also be able to associate a specific name with their brand. This will make it easier for customers to find and recognize a business using an easily identifiable name instead of a phone number.
Although the functionality will be the same for both profiles, the objective is different:
User Usernames
Users will be able to create a WhatsApp Username to:
Communicate without always sharing your phone number.
Have greater control over your privacy.
Decide when you want to reveal your number and when you prefer to use only your Username.
Business Usernames
Businesses will be able to claim a WhatsApp Username associated with their brand to:
Make it easier for customers to find them within WhatsApp.
Reinforce brand identity.
Reduce reliance on the phone number as a visible element.
Maintain a more consistent presence with the rest of your digital channels.
The availability of WhatsApp Usernames will be gradual and will depend on Meta's deployment schedule, so not all companies will have access to this functionality at the same time.
What is a Business Scoped User ID (BSUID)?
Business Scoped User IDs (BSUIDs) are a new technical identifier incorporated by Meta so that businesses can continue to identify their customers within WhatsApp Business API even when they choose not to share their phone number.
Until now, the phone number was the identifier used to recognize a user, maintain conversation history, link them to a CRM or execute automations. However, with the advent of WhatsApp Usernames, some users will be able to start conversations without showing their number.
To continue these processes, Meta introduces the Business Scoped User ID (BSUID).
This is a unique identifier that Meta generates for each relationship between a user and a business. Unlike the phone number or WhatsApp Username, the BSUID is not visible to the user and is intended exclusively so that business systems can continue to correctly identify their customers.
How does a Business Scoped User ID work?
Every time a user interacts with a business in WhatsApp Business API, Meta can associate that conversation with a Business Scoped User ID.
One of its main characteristics is that the same user will have a different BSUID for each company with which they interacts.
This means that:
A BSUID is only valid for the relationship between a user and a specific company.
It cannot be used to identify a user between different companies.
It helps strengthen user privacy by avoiding a shared identifier between businesses.
What is a BSUID for?
The goal of the Business Scoped User ID is to allow businesses to continue managing their conversations and processes even when the phone number is unavailable.
Thanks to the BSUID, it will be possible to:
Maintain conversation history.
Correctly identify a customer within the company's systems.
Link conversations to CRMs, customer service platforms or automations.
Continue using WhatsApp Business Platform without modifying the user experience.
In other words, the WhatsApp Username is the visible identifier for the user, while the BSUID is the technical identifier that allows companies to continue recognizing that customer when the phone number is not available.
How to set up a WhatsApp Username?
Meta has started enabling WhatsApp Usernames for WhatsApp Business accounts. If your business is eligible and the functionality is already available for your phone number, you can set it up directly from WhatsApp Manager.
Important: the deployment of WhatsApp Usernames is gradual. If you don't see this option in your account yet, it means that Meta hasn't enabled it for your business yet.
Steps to set up a WhatsApp Username
Sign in to Meta Business Manager.
Open WhatsApp Manager.
From the side menu, select Phone Numbers.
Choose the phone number you want to set up.
Go to the Profile tab.
Scroll down to the Username section.
Click Create (or Create Username) and follow Meta's instructions.
Important: the availability of WhatsApp Usernames will be gradual and will depend on Meta's deployment schedule, so not all companies will have access to this functionality at the same time.
Is it mandatory to create a WhatsApp Username?
No. Creating a WhatsApp Username is completely optional.
Each company will be able to decide if they want to use this functionality depending on their strategy and when Meta enables it for their account.
What advantages does it offer?
Having a WhatsApp Username can bring different benefits for companies:
Make it easy for customers to find and identify your business on WhatsApp.
reinforce the brand identity within the platform.
Reduce reliance on the phone number as the only visible identifier.
Prepare your account for the future features of WhatsApp Business Platform.
Availability of usernames
WhatsApp Usernames are being rolled out progressively and their availability depends exclusively on Meta.
For this reason, some companies can already set up their Username, while others will have access to the functionality in the next phases of the rollout.
Who can create a WhatsApp Username?
Currently, the functionality is only available to businesses whose accounts has been enabled by Meta. If the Username option does not yet appear in WhatsApp Manager, no action is required: availability will be gradually expanded as the rollout progresses.
Business Scoped User IDs vs WhatsApp Usernames: How Are They Different?
Although WhatsApp Usernames and Business Scoped User IDs (BSUIDs) are part of the same evolution as WhatsApp Business Platform, they do not serve the same function.
In fact, both concepts are designed to work together.
While the WhatsApp Username is the visible identifier used by users and businesses within the app, the Business Scoped User ID (BSUID) is a technical identifier that allows businesses to continue to recognize their customers when the phone number is unavailable.
In other words, the Username is part of the user experience, while the BSUID is part of the inner workings of the platform.
Main differences
WhatsApp Username = the visible identifier used by users and businesses within WhatsApp.
Business Scoped User ID (BSUID) = the technical identifier that allows businesses to continue to identify their customers when the phone number is unavailable.
How do username and BSUID work together?
When a user creates a WhatsApp Username, they can decide to start a conversation without sharing their phone number.
At that point, the company can continue to identify it thanks to the Business Scoped User ID (BSUID), which Meta automatically generates for that relationship.
This means that:
The user views and uses their WhatsApp Username.
The company receives a Business Scoped User ID (BSUID) when applicable.
Both work in a complementary way to improve privacy without affecting the continuity of conversations.
One more step towards the future of WhatsApp Business
The addition of WhatsApp Usernames and Business Scoped User IDs (BSUIDs) marks a new stage in the evolution of WhatsApp Business API. Rather than replacing the phone number, Meta is expanding the identification model to give users greater control over their privacy, while ensuring that businesses can continue to identify their customers and manage their conversations as normal.
Although the rollout will be gradual, understanding these changes now will allow organizations to anticipate, adapt their processes when necessary and take advantage of the new capabilities that WhatsApp Business will be incorporating in the coming months.