New: 2024 Japanese Consumer Behaviour | Whitepaper | download for FREE >>

Insights >

What is LINE Official Account

LINE is Japan’s most popular social media platform.

With 96+ million monthly active users, over 78% of the country’s population uses LINE. It is much more than just a messenger app. It has over 100 integrated services and can reach the widest demographic across all age groups, from teens to those 65+.

Advertisers are well aware of LINE’s marketing power. They use the platform to build loyal communities, raise brand awareness, and drive sales. 

LINE Official Account allows companies to communicate with users through LINE. This article explains its key features and how marketers can use it to promote their brand. 

Want to learn more?

Download our free LINE Official Account Media Guide.

Download our free LINE Official Account Media Guide.

About LINE Official Account

LINE Official Account allows companies to deliver information directly to users who have added them as friends. It acts as a business profile within LINE, allowing brands to connect and engage with their target audience directly.

Benefits of having LINE Official Account

Here’s why having a LINE Official Account is a smart move for marketing in Japan:

  • High Reach: LINE boasts a massive user base, making it an effective way to reach a large audience. This is particularly useful if your target demographic falls within the app’s user base.

LINE Japan users

  • Rich Content Sharing: LINE OA allows you to share engaging content like images, videos, and text messages. This informs users about your brand, promotions, and new products in a more engaging way than plain text.
  • Direct Communication Channel: LINE OA facilitates two-way communication. You can interact directly with customers, answer their inquiries in real-time, and provide personalized experiences that foster loyalty.
  • Targeted Marketing: LINE OA allows for targeted messaging campaigns based on user demographics and interests. By targeting the right audience, you can make sure your marketing is effective and reaches the right people.
  • Increased Brand Awareness: Consistent interaction through LINE OA keeps your brand at the forefront of consumers’ minds. This increased visibility leads to better brand awareness and loyalty. Build trust and become a top brand in your field by sharing helpful content and interacting with your followers.

There are currently nearly 400,000 Official Accounts in Japan covering a wide range of industries.

There are currently nearly 400,000 Official Accounts in Japan covering a wide range of industries.

LINE Official Account – features

LINE Official Accounts come with various features and functions.

Direct Messaging

Companies can send messages directly to users who have added them as friends. Brands can attract customers and boost sales by sending messages about new products and promotions to their stores or websites. 

Messages are displayed as push notifications. You can expect higher open rates than with traditional email marketing.

You can expect higher open rates than with traditional email marketing.


This is a chat function that allows one-on-one interactions with users. You can use it as an alternative solution to phone enquiries to improve customer support.


This feature allows users to make free voice and video calls to LINE Official Accounts. Users use it when they cannot resolve their inquiry through chat or when they need to make an urgent inquiry like a reservation change.

Automatic responses & AI-generated responses

These automatic reply functions work great for restaurants, salons, hotels, and schools. You can set automatic responses, even if it’s after business hours or a public holiday. 

“Response” messages are sent automatically, using a preset message created by the company that can change depending on the keywords included in the incoming message. 

For “AI response” messages, AI generates the content of the incoming message and automatically replies with an appropriate message. No need to set keywords or reply to messages in advance with this function. 

Rich Messages

This feature combines images and text to create a simple and easy-to-understand visual. Adding images can improve product or campaign information that is difficult to understand with text alone. 

Example of rich message

Rich Menu

This is a menu displayed at the bottom of the chat screen of a LINE Official Account. Clicking on the menu leads users to an external site, coupon or shop card or sends them a preset message. 

Rich Menu example

Card Message

This feature sends out multiple images at once. They excel at presenting multiple products and information simultaneously, as users can view the images carousel-style.

Card message example

LINE VOOM (formerly Timeline)

In addition to LINE chat, companies can also post to LINE VOOM. Followers can share posts with other users via chat or LINE VOOM. Unlike messages, posts on VOOM increase awareness and reach and are not subject to pay-as-you-go charges. 

Shop Card

Like a paper loyalty card, this feature lets users earn and track points for visiting a store or buying something. Users can redeem accumulated points for rewards.


Companies can distribute coupons to friends and encourage them to purchase their products or services. You can use the coupons on LINE and post them via messages, LINE VOOM, etc. 

Other valuable features of the LINE Official Account include a profile section that includes basic information about the company. The step message function automatically sends multiple messages to friends who match preset conditions.

By combining and utilising these functions, brands can tailor marketing measures to their needs. 

Want to learn more?

Read our blog to discover why LINE is Japan’s favourite social media platform.

Why is LINE the most popular social media app in Japan

Opening a LINE Official Account

LINE Official Accounts have tools to help brands communicate and share information with customers, solving problems effectively.

Want to learn more?

Watch our video on how to open LINE Official Account.

Let’s talk!

At DMFA, we provide business account management services on LINE for LINE Official Accounts and LINE Ads.

Contact our Japanese PPC experts for further information if you want to promote your business on LINE.

Simply fill in the form and our team will get back to you as soon as possible →

arrow-down-blackarrow-down-quaternaryarrow-down-whitearrow-down-white2 ^ arrow-downarrow-left-greyarrow-leftarrow-right-greyarrow-rightclosedigital-marketing-for-asiaedit menu-close menu pin scroll social-email social-facebook--alt social_facebooksocial_googleplussocial_instagramsocial-linkedin--alt social_linkedin_altsocial_pinterestsocial-twitter--alt logo-twitter-glyph-32social-youtube--alt social_youtubespeechtickvideo whitepaper