Meta’s push to replace phone numbers with usernames for its Indian user base has run into a wall in Delhi. But the real story is what one identity, shared across 3 apps, does for a single advertiser

Anuja Jain Jul 11, 2026 8:55 AM

Messaging platform submits its reply to the Centre's notice, while officials assess whether the proposed feature adequately addresses concerns over online fraud, impersonation and cybercrime

e4m Staff Jul 10, 2026 1:23 PM

As Meta pushes a username-led identity system for its messaging app, India's decision to pause the rollout is forcing brands to rethink customer acquisition, CRM and conversational commerce

Anuja Jain Jul 8, 2026 8:57 AM

While for marketers WhatsApp handles could now become recognisable as website URLs or Instagram accounts, the feature has also reopened the debate around impersonation and phishing concerns

Shantanu David Jul 7, 2026 9:21 AM

The government issued a notice to Meta seeking an explanation within three days on why regulatory action should not be taken over the feature

e4m Desk Jul 2, 2026 9:15 AM

The Meta-owned messaging platform will now begin allowing users to reserve usernames, with the feature set to roll out globally later this year

e4m Desk Jun 30, 2026 9:26 AM