Advertisers have spotted LINE as a selectable messaging app for Google Ads message assets, sitting next to the options that were already there: WhatsApp, SMS, Facebook Messenger and Zalo. The sighting was surfaced by paid-search specialist Arpan Banerjee and recapped by Search Engine Roundtable on 24 July 2026. Worth being clear up front: at the time of the report, Google's official "About message assets" Help page still listed only WhatsApp, SMS, Messenger and Zalo. So this looks like an in-the-wild rollout, not a confirmed first-party announcement from Google.
What was actually reported
Message assets let a searcher start a chat with a business straight from an ad. Instead of clicking through to a landing page, the person taps to open a conversation in a messaging app. Until now the app choices for that handoff were WhatsApp, SMS, Messenger and Zalo. The new report is that LINE has started appearing as a fifth option inside the message asset setup for at least some accounts.
Because Google has not published anything about it, treat the scope as unknown. It is not clear which accounts see the option, which regions it covers, or whether it will stay. Rollouts that show up in the interface before the documentation catches up sometimes expand, and sometimes get pulled. The honest read today is that it has been seen, and that is the whole story so far.
Why message assets matter in the first place
The value of a message asset is intent. Someone who taps to chat from a search ad is usually further along than someone who just lands on a page and reads. They have a question, and they want an answer from a person or a bot. Adding a channel that people already use for that kind of back-and-forth removes friction at the exact moment a lead is warm.
That is the case for LINE specifically. If the option holds and becomes broadly available, it would give advertisers a way to route Google Ads clicks into a chat thread on an app many customers already keep open, rather than asking them to switch to a channel they rarely check.
What this means for Thai marketers
LINE is the messaging app most people in Thailand use to talk to businesses. A lot of local buying conversations already happen there: questions about price, stock, booking, delivery. Native LINE message assets would let a Thai advertiser take a Google Ads click and drop it into that same thread, instead of pushing the person to a form or a phone call they may not make.
To be precise about the source: the Search Engine Roundtable write-up did not say anything specific about Thailand. The Thailand angle is our own read on why a LINE option would be useful in this market, given how the app is used here. If you already run LINE ads and Google Ads side by side, a message asset that connects the two would shorten the path between a search and a conversation you can actually close.
What to do right now is small. Check whether LINE shows up as an option when you edit or create a message asset in your account. If it does, you can test it. If it does not, there is nothing to set up yet, and nothing worth waiting on either. Keep your current message assets and chat coverage running as they are.
FAQ
Did Google officially announce LINE support for message assets?
No. As reported, Google's Help page still listed only WhatsApp, SMS, Messenger and Zalo. The LINE option was spotted in the interface, not confirmed in Google's documentation.
Can every advertiser use LINE message assets now?
Unknown. The sighting came from specific accounts. There is no confirmation of who has access, which countries are covered, or whether it will roll out widely.
Should I change my setup because of this?
Only check if the option appears in your account. If it is there, you can test it. If not, leave your existing message assets in place.
If you want help wiring Google Ads and LINE together as customers start expecting to chat straight from search, our team can talk through how to set the channels up and measure them. Reach out when you are ready.
