With WhatsApp rolling out usernames, WhatsApp users, and specifically businesses, are being urged to urgently reserve their own customised WhatsApp number. This is done in a similar manner to creating a unique website domain. While this feature is not yet available in South Africa, it is currently being tested on different platforms.
“A WhatsApp unique username will protect business brands or a person’s identification. Delaying could lead to lost opportunities, brand dilution and even attempts at extortion by name squatters, similar to the early days of website creation when well-known companies had their names registered as domains by third parties,” says Keith Levenstein, MD of ET Artificial Intelligence Systems.
“WhatsApp is now prompting users to reserve a unique username in the format of @yourbusinessname. The identifier handle is expected to become as vital as your email address or website domain. Usernames are not case sensitive and cannot contain spaces, making it critical for companies to claim clean, professional handles such as @YourCompanyName right away.
“Millions of names are being snapped up as we speak, and hopefully not with the intention of selling them back to businesses later at a premium, similar to a website domain name. You do not want to be left with something generic like @YourBusinessName6783434234.”
Business Benefits of Adopting WhatsApp Usernames
Levenstein notes that business accounts stand to benefit significantly from the new feature. Adopting custom handles provides improved discoverability and strong branding opportunities. It enables companies to maintain consistent identity across platforms by importing existing Instagram or Facebook usernames via Meta’s Accounts Center.
Some premium handles are reserved specifically for verified businesses, government bodies and public figures. WhatsApp has also introduced a new Business Scoped User ID (BSUID) system to support backend compatibility for business tools and integrations.
Transition to a company-owned WhatsApp Business Username:
- Go to the latest version of WhatsApp Settings > Account > @Username. (alternatively, tap your profile photo and select “Create username”).
- Transition to a company-owned WhatsApp Business number for full control.
- Avoid third-party offers — Scammers are likely to emerge promising to “reserve” names for you. Always do this yourself to protect your account.
- Users can also import an existing Instagram or Facebook username via Meta’s Accounts Center, which 9to5Google notes is useful for creators and businesses wanting consistent branding across platforms.
Protecting Business-Critical Customer Conversations on WhatsApp
Regarding the risks of businesses using employee WhatsApp, Levenstein cautions that too many businesses use staff’s private WhatsApp numbers for customer communication. If an employee leaves the organisation, then their number and entire conversation history often leaves with them. This can result in the loss of important customer data and disrupt the business’ continuity.
“This is where the WhatsApp username feature will help. Businesses should rather use a company-owned WhatsApp Business solution with a shared inbox,” Levenstein continues. “This ensures authorised team members can access full conversation history, deliver seamless service, and maintain complete ownership of customer interactions. When combined with AI-powered chatbots and agents, it becomes a powerful tool for scaling customer support and loyalty.”
“This is not just about claiming a business handle, it is about owning your customer conversations and relationships in an AI-driven future,” says Levenstein. “ET Artificial Intelligence Systems helps businesses integrate WhatsApp with intelligent AI agents and chatbots that enhance customer service, automate responses, and drive loyalty while keeping you firmly in control of your data.”