Businesses are raising concerns over WhatsApp’s username feature, arguing that the privacy-focused change could complicate customer identification, disrupt order fulfilment and direct communication in commercial transactions.
Traders who rely on the messaging platform to attract customers, negotiate sales and coordinate deliveries say replacing phone numbers with usernames could create communication gaps, especially when dealing with new clients whose contact details have not been saved.
The feature, which allows users to communicate without disclosing their mobile numbers, is aimed at strengthening user privacy.
However, business operators argue that the reduced visibility of phone numbers could make it harder to verify contacts and maintain reliable links with customers.
Muhammad Onyango, a businessman, said the change could undermine businesses that invest in advertising to generate sales but struggle to obtain customers’ direct contact details.
“WhatsApp usernames are seriously messing things up for businesses. You spend money running ads, chat with potential customers, close deals and dispatch orders, only to realise you never got the customer’s phone number. Now your rider is stranded, the customer is offline, and you have no direct way of reaching them. All because a username replaced a phone number,” Mr Onyango, an authorized Apple, Samsung and Casio watches reseller at Umoja Marketplace Africa notes.
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How the WhatsApp username feature works
The new system allows WhatsApp users to create unique usernames that can be shared with other people in place of their mobile numbers.
This enables individuals to initiate conversations and receive messages or calls without necessarily disclosing their personal phone numbers.
WhatsApp says the feature is aimed at enhancing user privacy, especially when interacting with strangers, participating in public groups or communicating with people they do not know well.
“Your phone number is personal, and sometimes you want to connect without handing it over. That’s why we’re introducing usernames for WhatsApp,” the company said.
Existing contacts who already have a person’s phone number can continue communicating normally.
Traders fear missed sales and delivery complications
Traders fear that the new feature could disrupt business operations especially for businesses that operate online.
Phone numbers are commonly used to confirm identities, arrange deliveries, follow up on payments and maintain contact after a sale.
Traders also rely on direct contact details to build professional relationships, receive referrals and connect with potential clients and business partners.
This means that if a customer using a username goes offline, it could be difficult for a business to contact them directly.
“If you set up a username, people who don’t have your number saved may see your username instead of your actual phone number. Imagine you’re selling something, looking for clients, or networking with new people. Someone wants to find you using your phone number, but all they can see is your username. They might struggle to identify you or reach you the way they expected. That could mean missed calls, lost customers, or business going to someone else who is easier to contact,” a WhatsApp user identified as Rong shared.
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