{"id":8009,"date":"2026-10-26T06:35:22","date_gmt":"2026-10-26T06:35:22","guid":{"rendered":"https:\/\/www.mdsmedia.co.in\/blog\/?p=8009"},"modified":"2026-10-28T10:22:46","modified_gmt":"2026-10-28T10:22:46","slug":"whatsapp-usernames-and-bsuid","status":"publish","type":"post","link":"https:\/\/www.mdsmedia.co.in\/blog\/whatsapp-usernames-and-bsuid\/","title":{"rendered":"WhatsApp Usernames and BSUID: What Businesses Need to Know"},"content":{"rendered":"\n
For years, a phone number has been your customer\u2019s identity on WhatsApp. That is about to change. With the introduction of usernames, WhatsApp users will be able to choose a handle instead of sharing their number, and businesses will see a new identifier called the BSUID. If you send WhatsApp messages through an API, this affects how you store customer data, so it\u2019s worth understanding now.<\/p>\n\n\n\n
What are WhatsApp usernames?<\/strong><\/h3>\n\n\n\n
Usernames are an optional feature that lets people be found and contacted without handing out their phone number. Meta has said the rollout is planned during 2026, and it applies to both everyday users and businesses. A shop could, for instance, claim a recognisable handle that customers can search for instead of typing a long number.<\/p>\n\n\n\n
One important point: Meta is clear that business usernames are not designed as a privacy tool. They\u2019re mainly about convenience and discovery.<\/p>\n\n\n\n<\/figure>\n\n\n\n
So what is a BSUID?<\/strong><\/h3>\n\n\n\n
BSUID stands for business-scoped user ID. It\u2019s a unique identifier Meta generates for each WhatsApp user, and it is tied to one specific business portfolio. In plain language: the same customer will have a different BSUID for each business they talk to, and your BSUID for that person only works inside your own portfolio.<\/p>\n\n\n\n
The format includes a country code, a period and a string of letters and numbers, and when you use it in API calls you need to include the entire value.<\/p>\n\n\n\n
Why is Meta introducing it?<\/strong><\/h3>\n\n\n\n
If a customer adopts a username, their phone number may no longer appear in your webhooks. Businesses still need a dependable way to recognise returning customers, route replies and send follow-ups. The BSUID fills that gap. It stays consistent for that user within your portfolio, even if the customer later changes their username.<\/p>\n\n\n\n
In some situations the phone number will still be visible alongside the BSUID, for example when the customer has previously been in contact using their number. That means your systems will need to handle both cases.<\/p>\n\n\n\n
What changes for your systems<\/strong><\/h3>\n\n\n\n
This is where businesses can get caught out. If your CRM, chatbot or helpdesk uses the phone number as the primary key for every customer, you could end up with duplicate or orphaned records once some incoming messages arrive with only a BSUID.<\/p>\n\n\n\n
Practical steps to prepare:<\/strong><\/p>\n\n\n\n\n
Add a BSUID field<\/strong> to your customer database next to the phone number.<\/li>\n\n\n\n
Stop assuming the number is always present.<\/strong> Build logic that can match a contact by either identifier.<\/li>\n\n\n\n
Update webhook handling<\/strong> so your system reads the new user ID and username properties.<\/li>\n\n\n\n
Store the latest BSUID.<\/strong> Some system events can change it, so refresh your records when that happens.<\/li>\n\n\n\n
Remember the scope.<\/strong> A BSUID from one business portfolio will not work in another. If you operate several portfolios, check Meta\u2019s guidance on parent BSUIDs.<\/li>\n\n\n\n
Test authentication flows.<\/strong> Some providers have noted that certain message types, such as OTP authentication templates, may still require a phone number. Collect and verify numbers up front so your login and verification journeys keep working.<\/li>\n<\/ol>\n\n\n\n
What it means for marketing and sales<\/strong><\/h3>\n\n\n\n
The good news is that the customer experience mostly gets better: people may feel safer starting a chat without exposing their number, which can mean more first conversations. For you, it\u2019s a reason to strengthen your first-party data. Encourage customers to share their number voluntarily during sign-up or checkout when you need it for things like OTPs or SMS fallback, and explain the benefit.<\/p>\n\n\n\n
It also makes opt-in capture more important. When identity becomes less tied to the phone number, a clear consent record linked to the right ID becomes your best protection.<\/p>\n\n\n\n
Don\u2019t wait until the last minute<\/strong><\/h3>\n\n\n\n
Changes like this rarely break anything on day one, but they quietly create messy data when you ignore them. Updating your database and integrations now is far cheaper than cleaning up thousands of duplicate contacts later.<\/p>\n\n\n\n
Not sure whether your WhatsApp setup is BSUID-ready?<\/strong> Talk to our team. We\u2019ll review your integration, webhook handling and CRM mapping so the switch is smooth for you and invisible to your customers.<\/p>\n\n\n\n
For years, a phone number has been your customer\u2019s identity…<\/p>\n","protected":false},"author":6,"featured_media":8010,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-newsletter"],"yoast_head":"\n
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