WhatsApp plans major revamp with usernames and new business model

WhatsApp is set to introduce usernames and a dynamic pricing model, aiming to enhance user privacy, reduce spam, and unlock new revenue streams, while strengthening its position in business messaging and AI-driven interactions.

WhatsApp is preparing for a significant platform overhaul that could change how users connect and how businesses engage on the app. The update is expected to introduce usernames and unique IDs, reducing reliance on phone numbers for communication.

Under the proposed system, users will be able to send messages, and make voice or video calls, without sharing their mobile numbers. The feature, likely to roll out globally by 2026, will be optional, allowing users to continue using phone numbers if they prefer. The shift is aimed at enhancing privacy, improving spam control, and making it easier to discover and connect with individuals and businesses.

Focus on privacy and user experience

Company officials have indicated that the introduction of usernames will provide an added layer of privacy while simplifying interactions across personal and business accounts. Similar to other social platforms, users and enterprises will be able to reserve unique handles, enabling easier identification and communication.

Industry observers note that making the feature optional is a strategic move to avoid disrupting existing users and prevent migration to rival platforms such as Telegram and Signal. The update is also expected to support growing use cases around digital communication, including customer engagement and service delivery.

New revenue strategy in the works

Alongside the user-focused changes, WhatsApp is exploring a new monetisation model for businesses. The platform is expected to introduce dynamic pricing, where companies may bid in real time to send marketing messages, replacing the current fixed per-message pricing structure.

Testing for this feature is likely to begin in the latter half of 2026, with a broader rollout anticipated in 2027. Analysts believe this could significantly boost WhatsApp’s revenue potential, especially as it looks to scale its business messaging ecosystem.

However, the changes may also raise concerns around data ownership, platform control, and regulatory scrutiny. As messaging platforms face increasing oversight globally, WhatsApp’s evolving strategy reflects a broader push to balance user privacy, commercial growth, and compliance in a competitive digital landscape.