Local & Marketplace

LINE Official Account (OA)

A LINE Official Account is a business presence on LINE, Thailand's dominant messaging app, used to broadcast messages, run promotions, and chat directly with customers.

Given LINE's near-ubiquity in Thailand, an OA is a primary channel for engagement, support, and sales in the local market. For example, brands use it to send offers and answer enquiries where their customers already spend time. It pairs well with ads and CRM to nurture and convert audiences.

Message costs make broadcast frequency a real budget decision. This is not a free channel. Sending to a list of 20,000 uses 20,000 messages from the monthly allowance, so untargeted weekly broadcasts exhaust a plan quickly and train followers to block the account. Segmentation through tags and rich menus keeps volume down and relevance up. The bigger opportunity for most businesses is one-to-one conversation, since Thai buyers frequently prefer chatting to filling in a form, and a LINE conversation that converts costs nothing beyond the reply. Without the account connected to a CRM, those conversations are not recorded anywhere.