What are their names?  
What’s your surname / family name? 
What’s your address? 
What’s your (tele)phone number?
What do you do? / What’s your job?
What’s that?
What does he look like?
What do you like? 

What is your name?
What kind of chocolate do you like?
What kind of music do you prefer?
What is it?
What time is it!