Mulitpath user-friendly name is correct

We have device mapper multipath configured. multipath -ll is showing things correctly. But when ever we are executing lvm related command, say pvs, it is showing /dev/mpath/<wwid> number instead of expected /dev/mpath/mpathX as follows -
/dev/mpath/360060e801603c800000103c800002b22

Here, user_friendly_names is not working as expected.

But in another server, with same /etc/multipath.conf setting, we could see multipath device as follows -
/dev/mpath/mpath9

Please help me, where could be the mistake?

Thank you very much.