WhatsApp introduces usernames to reduce phone number dependency

WhatsApp is introducing usernames, a change that allows users and businesses to connect without exclusively relying on sharing phone numbers. This update aims to enhance privacy by reducing the direct exposure of personal telephone data.

For businesses using the platform for sales, customer service, and loyalty programs, this shift requires a review of how they capture customer information, manage databases, and handle digital identity. Usernames can help companies maintain brand consistency across different platforms and assist customers in identifying official accounts, thereby reducing the risk of impersonation.

Javier Lorente, an MBA professor at EAE Business School, noted that usernames could become a significant business asset in the medium term, similar to how telephone numbers or internet domains functioned. Additionally, the reduction in phone number exposure may facilitate better management of corporate channels by allowing multiple collaborators to operate without using personal lines.