WhatsApp just changed how customers identify themselves. Here's what to do about it

WhatsApp has introduced a significant change in how users identify themselves by allowing them to use usernames instead of phone numbers, which has been the traditional key for customer interactions for nearly two decades. This shift towards user-controlled identifiers reflects a broader trend in digital communication platforms and poses challenges for businesses that rely on phone numbers for CRM, bot routing, and campaign attribution. While existing conversations can still use phone numbers, new interactions from users with usernames will require businesses to adopt the Business-Scoped User ID (BSUID) to maintain continuity and avoid treating returning customers as new. Twilio offers solutions to adapt to these changes, ensuring seamless identity resolution across various communication channels and providing tools for businesses to update their systems without extensive overhauls. As platforms continue to evolve, businesses must proactively build systems that accommodate these new identifiers to ensure scalability and maintain effective customer engagement.

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