LINE Thailand published its largest set of first-party numbers this year alongside its 2026 business product lineup, and Marketing Oops reported on 11 August 2026 that the platform disclosed 56 million users in Thailand, more than 12 billion conversations conducted through LINE Official Accounts during 2025, and roughly 800 million new LINE OA friend additions in the first half of 2026 alone. The report quoted Rathee Chaturomgsuk, Vice President of Commerce at LINE Thailand.
What separates this from a routine platform announcement is that it repositions LINE from a messaging channel into a commerce and AI stack. One thing has to be said before going further. Every figure in this article is LINE's own disclosure, reported by Marketing Oops. None of it is third-party verified. The original report is on Marketing Oops.
The numbers LINE Thailand disclosed, and what each one is a denominator for
Marketing Oops reported on 11 August 2026 that LINE Thailand disclosed five headline figures. The table below pairs each number with what it actually measures, because a large number without its denominator is the easiest thing in a report like this to misread.
| Figure disclosed | What it measures, as reported |
|---|---|
| 56 million | LINE users in Thailand |
| More than 12 billion | Conversations conducted through LINE Official Accounts during 2025 |
| Roughly 800 million | New LINE OA friend additions in the first half of 2026 alone |
| More than 3 million | LINE Premium subscribers |
| 979 million | Sponsored Sticker uses per year |
The 56 million figure is the base the others sit on, with a caveat. The report gave no Thai population figure to compare it against and no penetration percentage. Anyone who wants to turn 56 million into a share of the population has to find that population number elsewhere, and this article will not guess it. The report also did not say how many of those 56 million are still active.
Roughly 800 million new friend additions in a single half-year reads as acquisition velocity, not as a count of people. One person can add many accounts. The 12 billion conversations during 2025 read as the service load flowing through the channel. Both numbers describe the size of the activity. Neither describes the business outcome at the other end.
The product stack piece by piece, and which business type each one serves
Marketing Oops reported several products in the LINE Business Solutions 2026 lineup. They answer different problems.
Verified Official Accounts, with blue and green badges, are about credibility. The businesses that gain most are the ones whose customers have to tell a real account from a fake one before they will start a conversation. The report did not state the criteria for either badge colour.
The OA Chat Package, which retains five years of chat history, is about record keeping. Businesses with long sales cycles, product warranties, or disputes that require going back to what was agreed will value it more than businesses that close in a single conversation.
MyShop, described as a chat commerce engine with AI automation, is about closing the sale inside the chat window. Businesses already taking orders through conversations are the obvious audience. MyTeam is scheduled for early 2027, which means it cannot be planned into this year. LINE MINI Eats, for food and drink ordering, is the narrowest item in the lineup. The report did not give pricing for any product.
MINI Apps tripled, and what a 4x daily active user rise does and does not tell you
Marketing Oops reported that LINE MINI App volume tripled to more than 1,000 apps with daily active users up 4x, after developer access opened in March 2026.
What the pair of numbers tells you is that opening the door to developers produced more supply within a few months. What it does not tell you matters more. The 4x rise in daily active users happened on a base that tripled at the same time. When the number of apps triples, total daily users rise partly for that reason alone. So the figure does not mean any individual app has four times the users it had, and the report gave no per-app average. Anyone weighing an investment in building a MINI App should read this as a signal that the platform is growing, not as evidence that their own app will find users.
IPX and character licensing, a different game from buying ads
The part most likely to get read alongside the advertising news while actually being something else is the character licensing arm. Marketing Oops reported that IPX, formerly LINE FRIENDS, now licenses more than 250 characters.
The report cited four results. A Butterbear emoji drew more than 600,000 downloads and 2.6 million uses in 30 days. Big C's LINE FRIENDS collection hit 200% of its sales target. ZO&FRIENDS achieved 80% street-date sell-through. NCT DREAM's Dreamiez line sold out in 50 minutes.
The mechanism here is nothing like running ads. It rents the feeling consumers already have about a character and attaches it to a product. Results are tied to the character and the moment rather than to budget. Spending more does not make a character better loved. Teams planning this kind of work should file it under sponsorship and product drops, not under media measured on cost per action.
Where these numbers come from, and how far to trust them
This deserves its own section. Every figure above is LINE's own disclosure, reported by Marketing Oops. None of it was verified by a third party.
The partner results need one more layer of caution. LINE Shopping merchants saw average order value rise 50%, and LINE MAN partners 30%. Both of those, along with the 200% of sales target, the 80% sell-through and the 50 minutes, are vendor-reported case results published with no methodology.
What is missing from results of this kind is the part that would let you use them. There is no control group, no stated measurement window, no explanation of how the merchants were selected, and no sample size behind the average. A 50% rise in average order value could mean most merchants improved a little, or that a few improved enormously and pulled the average up. Both produce the same number and mean very different things for a decision. Without methodology, there is no way to tell which one happened.
None of this means the figures are wrong. It means they are numbers supplied by the vendor. Use them as a reason to run a test, not as a forecast in a budget.
What the report did not say
This list is long enough to change how the numbers should be read. The Marketing Oops report of 11 August 2026 gave no methodology for the partner results. It did not define what counts as a conversation, which leaves the 12 billion figure open to several readings. It gave no churn figure and no active-user figure behind the 56 million. It gave no pricing for any product. And for most metrics it offered no comparison against previous years.
That last gap matters more than it looks. Without prior-year numbers, there is no way to say which figures are accelerating, which are slowing, and which have simply always been large. The metrics with an explicit comparison in the report are the MINI App tripling, the 4x daily active users, and Backup usage spiking 35% around flagship smartphone launches. The rest are absolute figures with no reference point.
One more thing to state plainly. The report did not compare LINE's market share against other platforms in Thailand. Anyone reading 56 million and concluding a ranking or a share is adding information that is not in the report.
What this means for Thai marketers
Unlike most platform news, this is a Thai-market story from a Thai source, so Thai businesses have no context to translate. The figures and products are about Thailand from the start.
Two planning conclusions follow. First, if more than 12 billion conversations ran through LINE Official Accounts in a year, most of the work on this channel is answering customers rather than broadcasting at them. A team planning LINE purely as a messaging channel is planning around the smaller half of the actual workload. Staffing for replies and the quality of the automation are variables as large as the media budget.
Second, the announced lineup leans towards commerce and record keeping rather than reaching new people. MyShop, the OA Chat Package and Verified Official Accounts all help after a customer has started a conversation. A business with nobody starting conversations will not get much from them. Getting people in remains a separate job. Teams that need more conversations first should treat LINE Ads as work distinct from improving what happens inside the chat window. Brands already taking orders in chat will find this overlaps with their ecommerce marketing plan more than they expect.
What a marketing team can check this week
- Check whether your LINE OA is verified. The report noted blue and green badges but did not state the criteria for either, so confirm the conditions with the platform directly.
- Measure how many conversations you currently receive per month and your average reply time. Industry-level figures cannot make this decision for you. Your own can.
- If you retain chat history for less than five years, decide whether that is a risk or an acceptable position, based on the disputes your business actually encounters.
- Separate character sponsorship budget from media budget in the plan, because the two are measured on different metrics.
- Do not put the 50% or 30% figures into your own projections. They are vendor-reported case results with no methodology. They justify a test. They do not forecast one.
- MyTeam is scheduled for early 2027. Do not build this year's plan around it.
Frequently asked questions
Are the 56 million actually active users?
The report did not say. Marketing Oops reported that LINE disclosed 56 million users in Thailand, with no accompanying active-user figure and no churn rate, and no Thai population figure to express it as a share.
Can I trust the partner results, like the 50% rise in average order value?
Treat them as vendor-reported case results. The report published no methodology, no control group, no measurement window and no sample size. The 30% for LINE MAN partners, the 200% of sales target, the 80% sell-through and the 50 minutes all sit in the same category.
Do I have to do anything right now?
No. This is a product lineup announcement, not a rule change with a deadline. The report stated no enforcement date, no deprecation of existing features and no pricing. The useful response is to work out which products match how your business already takes orders.
Are MyTeam and LINE MINI Eats available yet?
MyTeam is scheduled for early 2027, according to the report. LINE MINI Eats is described as a service for food and drink ordering, but the report gave no availability date and no participation requirements.
Does the MINI App tripling mean I should build one?
That figure cannot answer the question. The report said app volume tripled to more than 1,000 with daily active users up 4x after developer access opened in March 2026. The rise in daily users happened on a base that grew at the same time, and the report gave no per-app average, so it cannot tell you whether any single app gained users.
The short version
This is the densest set of LINE Thailand figures published this year, and it positions LINE as a commerce and AI stack rather than a chat channel. The scale numbers come from LINE. The partner results are vendor-reported cases with no methodology. Several of the things that would let you act on them, including pricing, the definition of a conversation and prior-year comparisons, are not in the report.
If your business already takes customers through a chat window, the question worth answering is whether you are short of people starting conversations or short of the ability to close once they do. Those two problems get fixed in different directions. Relevant Audience works with Thai brands on LINE Ads and on building customer service and commerce around the chat channel.
