Seems sketchy. Zoo or not, they do not cite this claim and of the two links they offer the University of Kentucky site says nothing about recognition and doesn't cite what they do say, and Carolina Biological Supply makes you buy their kits and/or manuals (though my experience with their literature is that they do cite their sources).
So unless there's cited studies it's merely anecdotal.
For those who have more time and database access:
Nelson MC. 1980. Are subgenual organs ‘‘ears’’ for hissing cockroaches? Soc Neurosci Abstr 6:198.5.
Nelson MC, Fraser J. 1980. Sound production in the cockroach Gromphadorhina portentosa: evidence for communication by hissing. Behav Ecol Sociobiol 6:305–314.
Hartman HB, Roth LM. 1967. Stridulation by the cockroach Nauphoeta cinerea during courtship behavior. J Insect Physiol 13:579–586.
The papers are older, though a good database will list newer papers that cite them.