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Govt Asks WhatsApp To Put Username Feature On Hold; Platform Says Rollout Is Yet To Begin

The Union government has issued a notice to WhatsApp over its upcoming username feature, citing concerns about impersonation, spam, phishing, and online fraud.

MM Desk by MM Desk
July 2, 2026
in Media
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WhatsApp, Meta, Ministry of Electronics and Information Technology, MeitY, Telegram, Signal, Delhi High Court

The Union government has issued a notice to WhatsApp over its upcoming username feature, raising concerns that the functionality could increase incidents of impersonation, spam, phishing, digital arrest scams, and online fraud. The government has asked the Meta-owned messaging platform to put the rollout on hold and submit a detailed explanation of the feature within three days.

As per media reports, the Ministry of Electronics and Information Technology (MeitY) has stated in its notice that the proposed feature could enable bad actors to solicit and message victims more easily. The ministry has also directed WhatsApp not to proceed with the rollout until detailed consultations have been held.

The username feature has been designed to allow users to communicate without sharing their phone numbers, similar to features already available on Telegram and Signal. Meta had announced earlier this week that the feature is intended to let users chat with new contacts without disclosing their personal phone numbers.

A WhatsApp spokesperson reportedly has said that the username feature is not yet live and is scheduled to roll out gradually later this year. The company has added that it has reserved usernames associated with public figures, government entities, celebrities, and verified Meta accounts to prevent impersonation. It has also said that lookalike versions of such usernames have been restricted.

The spokesperson has further stated that users will be able to choose whether to respond to unknown accounts and that the origin country of a sender will be displayed. Meta has also said that the feature includes built-in spam detection measures, including an optional username key that users can require others to know before initiating contact.

WhatsApp has more than 800 million users in India, accounting for over a quarter of its global user base of 3 billion. While the company has challenged parts of the IT Rules related to end-to-end encryption before the Delhi High Court, it has also complied with several government directives in recent years. The platform has also faced government scrutiny following service disruptions, including a 2022 outage for which the Ministry of Electronics and Information Technology sought an explanation from Meta.

 

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

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