(AP) -- Facebook is further embracing the real name culture it touts as one of its founding principles - and catching up with rival MySpace in the process.
Starting at 12:01 a.m. EDT on Saturday, the popular online hangout's millions of users will be able to claim a name to use as part of their profile page's Web address - as in http://facebook.com/janedoe . Currently Facebook assigns each profile a string of numerals.
Fan pages for businesses, brands and celebrities will be able to adopt such names, too.
Facebook says people will be able to choose the names on a first-come, first-served basis.
In doing this, Facebook is playing catch-up with News Corp.-owned MySpace, which has let its users pick their own monikers since its 2004 launch.
©2009 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
Explore further: Say Ello to the new privacy debate on social media