A method is provided for a wireless message receiving apparatus to selectively and independently respond to received messages having multiple directory numbers associated therewith. Each directory number associated with the wireless communication unit is considered to be associated with one of a plurality of user personas or identities. For example, a first directory number may be associated with a 'worker' identity, a second directory number may be associated with a 'homemaker' identity and so on. When a caller dials one of the directory numbers, the caller is considered to be accessing the associated user persona. The communication unit, upon receiving a call, responsively identifies the persona that is being accessed and independently responds in accordance with a pre-stored general disposition instruction. An exception list for each directory number is provided which is used to respond to callers for whom the user wishes to respond in a different manner.