WhatsApp is preparing for a significant platform overhaul, introducing unique usernames for all users by June 2026 and rolling out a new per-message pricing structure for businesses starting July 1, 2025. These changes aim to enhance user privacy and empower businesses with more flexible and transparent communication tools. The Meta-owned messaging giant is evolving its decade-old reliance on phone numbers, bringing it closer to platforms like Instagram and Telegram.[telecom+5]
Usernames Boost Privacy and Discoverability
By June 2026, WhatsApp will launch an optional feature allowing users to create unique handles, or usernames, such as "@yourbusiness" or "@BenClark". This means individuals can send messages and make calls without sharing their personal phone numbers. This update provides an additional layer of privacy, giving users more control over how they share contact information on the platform.[useinvent+7]
For businesses, the introduction of usernames will improve discoverability and strengthen brand presence. While a business's phone number will still be visible, the username acts as an easily searchable identifier, making it simpler for customers to find and connect with companies. WhatsApp confirmed its excitement for the feature, stating it will help people connect without sharing phone numbers and make it easier to reach businesses.Businesses must update their API integrations to support a new identifier called the Business-Scoped User ID (BSUID). This BSUID will link users with businesses while keeping phone numbers confidential when usernames are in use.Some businesses may also have the option to claim a reserved username that closely matches their existing brand name before the official public launch.[useinvent+8]
Major Shift in Business Messaging Costs
WhatsApp is also implementing a substantial shift in its pricing model for the WhatsApp Business Platform, moving from a conversation-based billing system to a per-message structure. This change, announced in October 2024, aims to simplify billing and provide more transparency for businesses. The new per-message pricing will officially take effect on July 1, 2025.[cpaas+4]
Under the new model, businesses will be charged for each approved template message delivered, with rates varying based on the message category (marketing, utility, or authentication) and the recipient's country code.Previously, sending a template message opened a 24-hour conversation window, allowing unlimited free-form messages within that period.Now, each marketing, utility, or authentication message sent will incur a fee, streamlining costs.[cpaas+7]
Several changes have already been implemented or are upcoming to support this transition. As of November 1, 2024, all service conversations are free for businesses when a customer initiates the chat, removing the previous limit of 1,000 free conversations per month.Additionally, starting July 1, 2025, utility template messages sent within an active customer service window will also be free of charge.Volume-based pricing tiers for utility and authentication messages will be introduced on July 1, 2025, offering discounts for businesses with higher messaging volumes.A new pricing analytics field will also be available from July 1, 2025, providing detailed cost breakdowns to help businesses optimize their messaging strategies.[cpaas+8]
Dynamic Pricing for Marketing Messages
Beyond the general shift to per-message pricing, WhatsApp plans to introduce an even more advanced "dynamic pricing" model specifically for marketing messages. This upcoming model will allow businesses to bid a maximum price in real-time to send marketing messages on the platform.[telecom]
Beta testing for this dynamic pricing model is expected to run through the second half of 2026. WhatsApp anticipates that this feature will go live in the second quarter of 2027.An executive involved in the testing described it as a "major revenue unlock for WhatsApp," which has maintained a per-message pricing structure for nearly a decade.This Facebook ad-like model represents one of the biggest shifts in how WhatsApp monetizes its enterprise services.[telecom+2]
WhatsApp Business Premium for Growing Companies
For small and growing businesses, WhatsApp offers an optional paid subscription service called WhatsApp Business Premium. This service is designed to bridge the gap between the free WhatsApp Business app and the more comprehensive WhatsApp Business API.[zoko+6]
WhatsApp Business Premium provides several advanced features to enhance efficiency and customer engagement. Key benefits include multi-device support, allowing up to 10 devices or agents to manage a single business account simultaneously.Subscribers can also create a custom web page for their business, showcasing vital details and product catalogs with a vanity URL, improving online presence and branding.Other features include chat assignment, which routes conversations to specific team members, and basic analytics to track communication effectiveness.The pricing for WhatsApp Business Premium varies by region, with reports suggesting it falls in the US $5-$15 per month range in many markets.This subscription is ideal for businesses that have outgrown the basic app but are not yet ready for the full technical infrastructure of the API.[zoko+20]
These strategic updates underscore WhatsApp's continued evolution, focusing on user privacy while creating more sophisticated and flexible tools for businesses to connect with their customers.
