Line is the leading Chat Messaging app in Thailand. It’s roots come from Japan where the company officially started to focus on the messaging app in 2011. In 2013 the app started to take off in Thailand and today it is the #1 messaging app in Thailand with over 40 million monthly active users.
Over the past 6 years line has been testing various business models to offer to advertisers. Initially there were two main products summarized as follows:
- Line@: This product was designed for SME’s. allowing them to recruit up to 300,000 followers at a cost of 8,000 THB per month.
- Line Official Account: This product was designed for larger brands, allowing for unlimited Followers. To recruit followers, advertisers were able to sponsor sticker packs that were free to consumers if they follow the brand page.
The major problem with these two offerings is that it doesn’t provide insights into who are the followers, and even worse there is no ability to personalize the messaging for specific audience segments. This lead to the creation of a new product called Line BC, which started to take off in around 2016.