WhatsApp’s rollout of usernames is raising concerns among Kenyan business owners who rely on phone numbers to identify customers, follow up on sales and coordinate deliveries. The privacy feature allows users to communicate without automatically revealing their telephone numbers to new contacts, but traders fear it could complicate customer verification and disrupt commercial transactions.
Meta, WhatsApp’s parent company, introduced usernames as an additional way for people to connect without sharing personal contact details. Under the feature, users who enable a username can be identified by that handle when communicating with people who have not saved their phone numbers.
The company says the change is intended to give users greater control over their privacy, particularly when interacting with unfamiliar people or businesses. Users can choose usernames and share them with others, while an optional username key can provide another layer of control over who initiates contact.
However, some Kenyan traders say phone numbers remain essential to their day-to-day operations. Online sellers commonly use them to confirm orders, arrange deliveries, contact customers who go offline and maintain relationships after a purchase.
Business owners interviewed by local media have warned that a customer could complete a conversation and place an order without revealing a number that the seller can use to reach them outside WhatsApp. This could create difficulties for delivery riders who need to confirm locations or contact recipients when an order cannot be completed.
The change could also affect how businesses verify unfamiliar contacts. Some traders say phone numbers have traditionally served as a practical reference when confirming customer identities, although a telephone number alone does not guarantee that a person is genuine.
The concerns extend to impersonation and fraud. Critics argue that usernames could make it easier for scammers to pose as individuals or businesses through similar-looking handles. Technology reporting has also highlighted early concerns about the availability of usernames resembling public figures and institutions.
WhatsApp says usernames are optional and that there will be no public directory for browsing users. People generally need to know the exact username or receive a link or QR code to initiate contact with someone they have not previously connected with. Existing contacts who have saved a user’s phone number can continue to see it under the platform’s contact-display rules.
The feature does not eliminate the need for a phone number to maintain a WhatsApp account. Instead, it changes how that number is shared with new contacts, giving users the option to keep it private during initial conversations.
For businesses, the adjustment may require changes to customer acquisition and order-management practices. Sellers could encourage customers to provide delivery contact details when placing orders, explain how contact information will be used and maintain alternative communication channels for urgent follow-ups.
Businesses can also strengthen verification by confirming orders, using official payment channels and sharing consistent brand information across their websites and social media accounts. Such measures may help reduce the risk of impersonation while allowing customers to retain greater control over their personal information.
The debate highlights the tension between consumer privacy and the operational needs of businesses that use messaging platforms as sales channels. WhatsApp’s long-term impact on Kenyan traders will depend on how customers adopt usernames and how effectively businesses adapt their processes without undermining the privacy benefits the feature is designed to provide.
