Updated August 2026

Why LINE messaging app matters for businesses in Taiwan

While global brands often rely on standard social media channels, Taiwan’s digital landscape operates on a fundamentally different dynamic. LINE is not just a messaging app, it is the central digital infrastructure of daily life.

A LINE Official Account (OA) serves as a complete solution for customer acquisition, conversion, loyalty, and localized customer support. Understanding LINE is a competitive advantage.

This guide explores how to leverage LINE Official Accounts to build a high-converting, scalable presence in Taiwan.

Table of Contents

What is LINE

The app was originally developed as an emergency solution for company employees during the Tōhoku earthquake of 2011 in Japan.

Today, LINE supports all aspects of users’ lives. By offering diversified services and leveraging a “hyper-localization” strategy, LINE Messenger has become the No. 1 messaging app in Japan, Taiwan and Thailand.

LINE Dominates Taiwan’s Digital Ecosystem

According to recent data from Taiwan Internet Report 2025 and Meltwater and We are Social 2025, over 90% of Taiwanese internet users use LINE monthly, making it the uncontested #1 messaging platform, significantly outranking FB Messenger, WeChat, and WhatsApp. Taiwanese users open LINE an average of 14 to 22 times per day.

These numbers suggest that customers already spend a significant portion of their digital lives using LINE. Companies need to consider how LINE can become part of their marketing, sales, customer service, retention and operation processes.

Who Uses LINE in Taiwan and How They Use It

The Taiwan’s Market Intelligence & Consulting Institute (MIC) reports that LINE is widely used across all age groups in Taiwan, with the highest adoption among users aged 45–65 (approximately 94%) and the lowest among those aged 18–24 (78.9%). 

Beyond messaging, financial services are the most frequently used LINE services, with 54.5% of users accessing products such as LINE Bank, LINE Pay, and LINE POINTS. Usage is particularly strong among the 25–34 age group, where 63.3% use these services.

The second most popular category is lifestyle services (51.1%), including LINE Community, LINE GO, and LINE Invoice Manager. These services are most popular among users aged 18–24, with a usage rate of 57.8%.

The next most popular categories are shopping (37.6%), entertainment (26.0%), and utility services (15.2%). Younger users (18–24) are more likely to use entertainment and camera-related features, while older users (55–65) show higher engagement with shopping and utility services.

What are the LINE Official Accounts

LINE Official Accounts, LINE OA, are business solutions that help companies establish in-depth relationships with users from practical life information, discounts,offers and personalized services, allowing the brand to integrate itself into users’ lives and become indispensable.

Profile of LINE Official Account Users in Taiwan

Approximately 79% of LINE users interact with Official LINE Accounts, making them a highly effective channel for business communication. The audience is evenly split between men and women, while 65% of users are between 30 and 59 years old, an age group with strong purchasing power and decision-making influence.

If your target customers include working professionals, families, or established consumers, LINE Official Accounts provide direct access to one of Taiwan’s most commercially valuable audiences.

How LINE Official Account Helps Businesses Achieve Their Marketing Goals

Companies can leverage the capabilities of the LINE official accounts to communicate, engage, attract and sell products inside the app. Here is an overview of what companies can do with the LINE app.

Business goal	LINE solution
Build brand awareness	VOOM, Rich Message/Video, Add friends
Consideration	Broadcast, Rich Menu, Carousels, Step/Segment Message, Account Profile
Increase conversions	Coupons
Improve customer service	Chat, Auto Replies, Call, Reward Cards, Surveys
Measure ROI	Tag, Insights

Build Brand Awareness

One of the biggest challenges for foreign companies entering Taiwan is becoming visible. Unlike many Western markets where consumers split their attention across several messaging apps, Taiwan has one dominant communication platform: LINE.

LINE VOOM, Build Brand Awareness Through Short-form Video Content

LINE VOOM is a short-form video and social media platform built directly into the LINE app. For businesses, LINE VOOM provides an additional channel to increase visibility and reach customers beyond direct messages.

Official Accounts can publish videos and posts that appear in the VOOM “Following” feed of their followers, creating opportunities to engage customers with more entertaining and less promotional content.

Companies can use LINE VOOM to:

• Reach followers while they browse content, creating more frequent touchpoints.
• Use short videos to demonstrate or introduce products, and share customer experiences.
• Encourage customer interaction and build stronger customer relationships.

LINE Rich Message, Increase Engagement with Visual and Interactive Messages

Rich messages let you make compact and easy-to-understand ads by combining images, text, and multiple links in a single message. For businesses, Rich Messages create opportunities to:

• Use strong visuals and calls-to-action to increase customer interest and encourage clicks.
• Highlight different products, services, promotions, or campaigns within a single message.
• Add multiple links to specific pages, such as product details, or online stores.

For example, a retailer can use a Rich Message to display a new collection with different links for each product category.

LINE Rich Video Message, Capture Attention and Drive Action

Businesses can deliver immersive video content that automatically plays within the chat interface in landscape, square, or portrait formats. Rich Video Messages can:

• Demonstrate product features, explain how a service works, or present new launches.
• Build trust and increase brand awareness with storytelling or demonstrations.
• Capture attention with video content that feels natural within the LINE conversation.

For example, a beauty brand can showcase a new product with a purchase link.

Grow Your Audience With “Add Friends”

Building a strong follower base is the foundation of a successful LINE Official Account strategy. Businesses can promote their Official Accounts through:

• Display QR codes in physical stores, packaging, or printed materials.
• “Add Friend” buttons on websites, landing pages, and digital campaigns.
• Direct links (URLs) across email campaigns, social media, and other digital channels.

Companies can also use incentives to accelerate audience growth. For example, customers can receive exclusive coupons, loyalty cards, or reward points after adding the Official Account as a friend, creating an immediate reason to connect with the brand.

A key advantage of LINE is the ability to create different friend acquisition channels for each marketing campaign and measure the effectiveness through LINE’s analytics.

Consideration

The consideration stage for a LINE Official Account (OA) focuses on nurturing engaged users through personalized communication, targeted content, and trust-building features. 

LINE Broadcast, Reach the Right Customers With Targeted Messaging

Businesses can target friends of their LINE Official Account by criteria such as: Age range, gender, location, and customer behavior and engagement history.

Companies can also create more advanced audiences using first-party customer data and LINE interaction insights, including:

• Customer list uploads through CSV files using LINE user IDs.
• Click-based audiences who clicked previous broadcast messages.
• Impression-based audiences who have viewed previous messages.
• Rich menu engagement audiences who have viewed or clicked specific content.
• Chat tag audiences: Send personalized messages to users grouped by conversation tags.
• Acquisition channel audiences who added the account through specific campaigns or channels.
• Website visitor audiences who visited specific website pages with the LINE tracking tag.

By combining customer data with behavioral insights, businesses can create more personalized campaigns, and increase the chances of turning LINE followers into loyal customers.

LINE Rich Menu, Create a Mobile Storefront

The LINE Rich Menu is a customizable navigation panel displayed prominently at the bottom of the chat screen when users interact with an Official Account. It allows businesses to:

• Help customers discover products and move directly to purchase pages.
• Highlight current offers, seasonal events, or limited-time deals.
• Provide quick access to FAQs, contact options, or appointment booking.
• Encourage users to check rewards, benefits, or exclusive content.
• Make frequently requested resources easily available.

Companies can also schedule different Rich Menus based on timing, campaigns, or customer needs. For example, a restaurant can update its menu or reservation options depending on the time of year.

LINE Carousels, Product Discovery and Decision-support Tool

LINE Carousel Messages allow businesses to present multiple products and services into a single card-based message, making it easier for customers to explore and choose what is most relevant to them. Businesses can create carousel messages using four main formats:

• Showcase multiple products and guide customers toward purchase pages.
• Highlight store locations with relevant information and links.
• Introduce team members, experts, or characters to create a more personal connection.
• Use visually attractive images to capture attention and communicate ideas quickly.

For example, a tourism company can present several travel packages in one engaging message.

Step Message, Automate Friends Engagement

Step Messages enable businesses to create message sequences that are automatically delivered based on customer attributes or time since adding the Official account. For example:

• Day 0: Deliver a welcome coupon immediately upon joining.
• Day 3: Share a short video showing how to use your product.
• Day 7: Offer a limited-time incentive to complete their first purchase.

LINE Official Account Profile

It serves as a digital storefront where potential customers can quickly learn about the company, explore products or services, and decide whether to engage with the brand.

Segment Messages, Deliver More Relevant Campaigns

Segment Messages allow businesses to send targeted communications to specific groups of customers instead of broadcasting the same message to everyone. Businesses can segment their audience using criteria such as: Gender, age, location, operating system, and length of the customer relationship.

Turn Followers Into Customers

Many brands successfully attract followers but struggle to convert them into paying customers. Companies can shorten the buying journey without asking users to leave the LINE ecosystem.

Coupons and Lotteries, Drive Customer Acquisition and Repeat Sales

LINE Official Account enables businesses to create digital coupons and promotional lotteries to:

• Add the Official Account as a friend via QR code to receive the coupon.
• Attract new customers with discounts or rewards.
• Promote limited-time offers, seasonal campaigns, or product launches.
• Encourage repeat business with personalized discounts.
• Use lotteries and prize draws to increase participation, and expand brand visibility.

Coupons and lotteries can be promoted across greeting and broadcast messages, LINE VOOM, and keyword auto-responses.

Deliver Customer Service

Taiwanese consumers expect brands to respond quickly. LINE Official Account provides the following features for faster response times while reducing customer support costs.

LINE Reward Cards, Increase Customer Loyalty

LINE Reward Cards enable businesses to create digital loyalty programs that encourage repeat purchases and strengthen long-term customer relationships. Businesses can use Reward Cards to:

• Award points each time a customer buys a product or service, motivating them to return.
• Give customers a clear incentive to continue purchasing in order to unlock rewards.
• Set point thresholds that encourage customers to spend more to earn discounts.

LINE Chat, Turn Conversations Into Customer Relationships

With LINE Chat, companies can provide personalized support through one-on-one conversations, automated responses, phone calls, and customer information management. Customers can also invite an Official Account into group chats, creating opportunities for businesses to support communities.

LINE offers two Chat solutions depending on the scale and complexity of business needs:

The Free Basic Plan, suitable for small businesses starting to manage customer conversations. It includes:

• Six months of chat history retention
• Up to 5 total tags (limited to 1 tag per chat room)
• 1 notepad per chat room

Advanced Plan. NTD 100/month (excluding tax). Designed for businesses requiring more structured customer management and larger conversation volumes. It includes:

• Five years of chat history retention
• Data backup capabilities
• Up to 300 total tags (30 per chat room)
• Up to 1,000 notepads per chat room
• Access to a custom chat filter

LINE Surveys, Gather Customer Insights

LINE Surveys enable businesses to collect valuable customer feedback directly within the app, making it easy to understand customer needs, measure satisfaction, and make better business decisions. LINE Surveys applications are:

• Measure customer satisfaction
• Validate new ideas
• Improve products and services
• Support marketing decisions
• Track campaign performance

Provide Faster Support with LINE Call

LINE Call is a service that allows LINE App users to make calls to official LINE accounts. Users can use LINE Call to communicate urgent matters or supplement messages not clearly conveyed in chat rooms, facilitating smoother communication with users.

Scale Customer Service with Automated and Keyword Responses

When the user sends a message to the Official Account, the Official Account can auto-respond using preset messages. Companies can respond to different messages based on different keywords using the “Keyword Response Feature”.

Make Better Marketing Decisions

Marketing without data quickly becomes expensive. The following functionalities help companies optimize campaigns based on customer behaviour instead of assumptions.

Tracking (LINE Tag)

A LINE tag is a tracking code used to measure the actions of official account friends on a website (such as purchasing and registering for memberships). By using LINE tags, companies can check and analyze the results (conversions) of messages sent from official accounts on the management screen and optimize your messages.

Insights

Present statistics such as:

• Messages: Amount of messages sent and clicks
• Amount of friends: Increase or decrease and time interval
• VOOM: Overview, post analysis, and number of followers
• Image and text selection menu: Impressions, clicks, and CTR
• Coupons: Visited the store and page, and saved and used coupons
• Points cards: Number of cards issued, points and coupons issued, used and expired

How to integrate LINE app into your marketing strategy

There are many ways to advertise products on LINE app. The strategy will depend on the goals of the company.

If the company is about to launch a new product, marketers can use the app to run polls and make market surveys among potential customers. After that, marketers can identify the most preferred features of the new product and highlight them during the promotional campaign.

Depending on the results of the survey, companies may go ahead and launch a presales campaign. For this critical stage, the app offers coupons that businesses can use for preorders.

During the product launch, companies can run ad campaigns on the app by targeting the right audience by gender, age, and location.

Critical mass for a product is the point at which it becomes self-sustaining and profitable. There are some features of the app that can help achieve a critical mass, for example, the points and coupons.

Technical & Setup Blueprint: How to Open a LINE Official Account for the Taiwan Market

There are three ways to create a LINE Official Account for your business, depending on whether you prefer using a web browser, the LINE Official Account app, or the LINE app itself.

Option 1: Create an Account Using a Web Browser

• Access LINE for Business.
• Select 免費開設帳號 (Create a free LINE official account).
• Log in to Business ID.
• Fill in the required fields and choose Continue.
• On the Check application page, select Submit.

Option 2: Create an Account Using the LINE Official Account App

• Download the LINE Official Account app for iOS or Android.
• Tap Log in or sign up with LINE or Log in or sign up by email.
• Tap Create an account.
• Fill in the required fields and tap Continue.
• Tap Create account.

Option 3: Create an Account from the LINE App

• Tap the Voom tab > your profile at the top of the screen.
• Tap Create official account.
  Note: If you don’t have an email address registered, please register one by going to
  Settings > Account > Email address.
• Tap Create a new account.
• Fill in the required fields and tap Create account.

Select Your LINE Official Badge

LINE Official Accounts are available in three categories, each designed for different business needs and levels of functionality:

General Official Accounts

A standard account that businesses can use to communicate with customers through LINE’s messaging and marketing features.

Verified Official Accounts (Blue badge)

Businesses need a unique ID and must pass the official review process to apply for features such as corporate-sponsored stickers and LINE Beacon.

Enterprise Official Accounts (Green badge)

It is suitable for organizations that require deeper system integration and automation. Businesses need to have a unique ID and pass the official review process to enable more advanced API functions.

LINE Official Account ID and Premium ID

After the Official Account is created, LINE will randomly assign an ID composed of random English letters and numbers.

Businesses can purchase a Premium ID, allowing them to choose a custom combination of letters and numbers making it easier for customers to search for, recognize, and add your Official Account.

At the time of writing, the Premium ID costs NT$720 when purchased through Android and NT$1,038 when purchased through iOS.

Choose Your Plan Based on Messaging Volume

After creating their official account and obtaining their LINE ID, businesses need to choose the subscription plan that best fits their communication needs. LINE offers three different plans:

• Free plan: Allows businesses to send up to 200 messages per month at no cost.
• Light plan: Includes up to 3,000 messages per month and costs 800 NTD.
• Standard plan: Includes up to 6,000 messages per month and costs 1,200 NTD. Additional messages are charged at 0.2 NTD per message.

Integrating LINE with Your CRM Stack

Marketers can use the LINE API and connect the LINE official accounts with their enterprise systems. The app will be a part of the company’s customer support and will make communication easier and more personal with the company’s clients.

Key Takeaways for Business Leaders

With over 90% market penetration, LINE is the primary channel for customer acquisition, sales, and service in Taiwan.

Focus on workflow solutions, not feature lists: Success comes from converting traffic into followers, nurturing them with step sequences, and driving repeat orders with digital loyalty tools.

Claim a custom Premium ID immediately and aim for a Verified Blue Shield to build instant trust with local consumers.

Leverage chat tags, click retargeting, and attribute filters to send personalized messages to defined segments rather than paying for mass broadcasts.

LINE integrates with CRM and marketing automation systems, making it suitable for companies of all sizes.

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