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How to Change the WhatsApp Business Display Name

  • Updated
  1. Introduction
  2. Rules and Requirements
  3. How to request the change
  4. Meta approved the new Display name. What now? 
  5. Difference between Display Name and Business Username

 

Introduction

The Display Name (Display Name) is how your brand formally appears to customers on WhatsApp. When approved by Meta, the display name appears:

  • On the business number's profile: when the customer accesses your information

  • At the top of individual conversations: in each chat with your customers

  • In the chat list: making it easier to identify your business

Changing the Display Name allows you to update your brand identity on WhatsApp Business. This feature is essential to ensure that the name visible to your customers is always aligned with your current market positioning.

Below, we explain the rules, requirements, and guidelines for approving your Display Name, as well as the step-by-step process for requesting the change through the Blip Portal or directly in Meta's Business Manager (BM).  
 

Rules and Requirements

To ensure security and control over your brand, the name change process must be conducted by the administrator of your Meta Business Manager (BM) account.

This is a guideline established by Meta itself, since the procedure requires the use of exclusive access credentials and acceptance of the Terms of Service, responsibilities that legally belong to the account owner.

 

Guidelines

Meta has specific guidelines to ensure that display names are authentic, clear, and professional. When defining your Display Name, follow these guidelines:

What to do:

  • Use alphanumeric characters and standard symbols (hyphens, spaces, parentheses, etc.)

  • Keep the name concise and easy to read

  • Use only letters, numbers, and common punctuation—avoid excessive special characters

  • Accurately represent your company or brand name

  • Do not use generic or vague information that does not clearly identify your business

Avoid:

  • Misleading or inappropriate content

  • Names that violate policies or community guidelines

  • Information that changes frequently (promotions, hours, dates)

  • Overly long or complex terms

These guidelines exist to maintain trust and the quality of communications on WhatsApp. Names that do not follow them will be rejected during the approval process. To learn more about the display name guidelines, see Meta's official documentation.

 

How to request the change

In the Blip Portal

Your BM administrator must follow the steps below to request the display name through the Blip Portal:

  1. Access the Channels menu in Blip  

  2. Select the WhatsApp channel and go to the Business profile tab

  3. In the Business display name section, enter the chosen name and click the Submit for approval button

In Meta Business Manager

Your BM administrator must follow the steps below to request the name change directly in Meta's environment:

To request approval for the new name from Meta, follow the steps below: 

1. Access your business manager  
2. Select the WhatsApp Accounts menu:

 3. Select the WABA where the number is active:

4. Click the WhatsApp Manager option in the lower-right corner

5. Click the gear corresponding to the number for which you want to change the display name:

6. Select ‘Profile’ and then ‘Display Name’

7. Enter the new name in the indicated field and click ‘Submit’:

Done! META will review your request, and it will remain in the “Under review” status until Meta confirms it. 

After submission, Meta will review your request. This validation process usually takes a few business days.

 

Meta approved the new Display name. What now? 

The Display Name undergoes a review by Meta to ensure that it complies with the guidelines. When you submit the request through the Blip Portal, you can track the process status directly in Blip. You can also track it through Meta's BM.

Status in the Blip Portal

After submitting the request, you can check its status on the Business profile page itself. There are three possible statuses:

Under review (PENDING_REVIEW)

Your display name has been submitted and is still under review by Meta. This happens when you:

  • Register a business number on WhatsApp for the first time

  • Update the display name

The review time may range from a few days to a few weeks, depending on the volume of reviews. The status will be shown in the Business profile area (Channels > WhatsApp).

Tip: During this period, you can continue operating normally. The review status does not affect your ability to send and receive messages.

Approved (APPROVED)

Congratulations! Your display name has been approved by Meta. This means that the name complies with the naming guidelines and is displayed to customers on WhatsApp.

When approved, your Display Name:

  • Appears at the top of individual conversations

  • Appears in the user's chat list

  • Is visible on your business profile

Declined (DECLINED)

This status indicates that your Display Name was not approved by Meta. This may happen for reasons such as:

  • Use of prohibited special characters

  • Misleading or inappropriate content

  • A name that is too generic or does not adequately represent the business

  • Violation of the naming guidelines

What to do:

  • Review the naming guidelines provided by Meta

  • Edit your display name according to these guidelines

  • Resubmit it for review

You can update the display name up to 10 times every 30 days. Each time you change it, it undergoes a new review. If you believe there was an error, you can also appeal the decision through Meta support.

Status in Meta Business Manager

After META approves it, an orange triangle icon will appear as shown in the image below, and you will need to register the number to start using it with the new name.

Important: the registration step in Blip is only required if the process was completed through Business Manager. If the request was submitted in Blip itself, no additional step is required.

As soon as Meta approves your new name and the message above appears, contact our support team to complete the registration process for the new identity on our platform.

Notice: If you encounter technical errors during the request process in Meta's dashboard, contact our support team. Remember to send a screenshot showing the error and the information used in the request so that we can expedite our analysis and assistance.

 

Difference between Display Name and Business Username

The business username is unique to each business number. The Display Name, however, can be replicated across more than one number.

In practice:

  • Your Username could be something like company_abc_support, according to how it is used in your operation

  •  Your Display Name could be Company ABC for all the company's numbers



Need more help? Explore our content on the Blip Academy or Blip Community, watch tutorials on our YouTube channel or ask your questions through our support channel 😃

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