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 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