The question here, by the way, is not "Why use proper time at all?", but "Why is the qualifier 'massive' important?" It is this second question I am going to answer.
There is a colloquial understanding that "a photon does not experience time". While this is often contested typically with recourse to some argument about how you cannot define a Lorentz frame comoving with a photon, there is a much more airtight way to formalize this in mathematics that captures very well what I think most people have in mind when they say this. And it's this:
The proper time between any two points along a light like worldline is always zero.
From this it follows that no light-like object can change or modify in any way as seen by an outside observer, which is a pretty good definition, I'd say, of "having your clock stopped" or "not experiencing time".
Returning to the question, then, if you want to parameterize a world line by proper time, that should mean that each space-time point threupon should get its own proper time coordinate different from other such space-time points on the line. And massless particles, including but not limited to photons, follow light-like world lines. Then, because the proper time between any two points is zero, there is in effect only one proper time for all of them: zero, so how can it function usefully as a coordinate that informatively distinguishes between them?
In more formal terms, the mapping $E(\tau)$ which parameterizes the worldline events in the life of the massless particle would have to be "infinitely ill-defined" at the sole point $\tau = 0$, mapping it to everything on it, and be fully undefined for any other value of $\tau$, which isn't really very useful as a "parameterization".
And to top it all off, if you wanna plow through and take that seriously regardless, you'll have to describe the map's horribly and hgeepy multi-valued "output" at $\tau = 0$ through some other means anyways, so you gain precisely nothing by this approach.