TL;DR
- LINE OA News drops from a maximum of 200 items to 20; LINE says only the latest 20 are kept and older ones are deleted.
- Unpublished basic profile information is deleted, not migrated; unpublished profile sections carry over as Drafts, per LINE's Thai and Japanese notices.
- The Description field is replaced by the Status Message, Ask a Question ends, and Pinterest, Spotify and Tumblr links are deleted.
- Every footer button will read 'Add as friend'; active Coupons and Shop Cards will show on the profile automatically.
- LINE's notice is dated 3 September 2026, gives 28 October 2026 as the start, and says the schedule may change.
LINE Official Account will change how Business Profile pages are managed and displayed from Wednesday 28 October 2026, and some profile data will be deleted rather than migrated. According to LINE for Business Thailand's notice, dated 3 September 2026, saved-but-unpublished profile content will not move to the new format, only the latest 20 News items will be kept, and the Description field, Ask a Question and Pinterest, Spotify and Tumblr links are going. LINE says the schedule may still change. Thai businesses that run a LINE OA have under three weeks to check their profile.
What LINE announced and when
The notice, titled in Thai as a notification of changes to the Business Profile page, appears on LINE for Business Thailand dated 3 September 2026. Its body gives the start date as Wednesday 28 October 2026. LINE's Japanese notice on the same renewal records a 7 October 2026 update that changed the start date, and also gives 28 October 2026. The Thai page's meta description, the text shown in search and share previews, still says 21 October 2026, so this article uses 28 October.
LINE adds two caveats at the end of the notice: the schedule may change, and service details and terms may change. It also says the changes will roll out gradually from 28 October, and that "before the change" means data and settings that exist before that date. LINE asks account owners to review their Business Profile data and settings and fix or redo anything relevant before the change takes effect.
LINE's stated reason is convenience: the notice says the change is meant to make data management and use easier. It does not give any other rationale.
The biggest change: drafts, publishing and deletion
The first part of the notice reorganises Business Profile Settings into categories, such as Profile settings, Visibility settings and Accent color settings, so the profile can be managed from one place.
The migration rule is where the risk sits. For data that exists before the change date, LINE says:
- Data in Published status on the change date moves to the new format automatically and stays Published.
- Data that was saved but not published will not move to the new format and will be deleted automatically.
A second section of the same notice describes the new publishing model. Today, each section of the profile can be switched between Public and Private, and hidden content stays saved. After the change, the Public and Private toggles are removed and replaced by two states: Draft, for content saved without publishing, and Published. That section also says existing published content stays Published and existing unpublished content becomes a Draft.
LINE's Japanese notice on the same renewal separates the two cases. Profile information that is saved but not published, meaning the basic details that move to the new Profile settings screen, is deleted. Profile sections that are unpublished carry over as Drafts. Analysis: copying or publishing anything unpublished before 28 October is still the safe step.
The new model has another catch. Once a section is Published, it cannot be set back to Private. If you no longer want it shown, you have to delete it. What happens next depends on the section type:
- Signboard, Announcements, Showcase and FAQ: once deleted, the original content cannot be recovered. To show it again you must create it from scratch.
- Coupons, Shop Cards and other related sections: removing them from the profile keeps the underlying item, and you can add it back to the profile later.
Coupons and Shop Cards will appear on their own
After the change, active Coupons and Shop Cards are shown on the Business Profile automatically. Account owners can still choose to show or remove them manually. If a coupon or shop card has an expiry date or usage period, the profile stops showing it automatically when that time ends.
That matters for any business with an old or test coupon still switched on. If it is active on 28 October, it may appear on the public profile without anyone deciding to put it there.
Field-by-field changes
The table below summarises five of the changes in LINE's notice that remove or replace something account owners may be using today.
| Profile item | Before 28 Oct 2026 | From 28 Oct 2026 |
|---|---|---|
| News | Up to 200 items | Up to 20; only the latest 20 kept, older items deleted |
| Description (Basic Info) | Intro text set in the Description field | Field removed; the Status Message is used instead |
| Ask a Question | Available | Discontinued |
| Social Media links | Old Social Media settings | Moved to Website & SNS; Pinterest, Spotify and Tumblr URLs deleted |
| Footer button labels | Splash labels such as "See what's new" or "New sales" | Labels removed; every footer button reads "Add as friend" |
The notice lists further changes, section by section:
Basic Info
Basic Info still shows on the profile but is edited through Profile settings. Address, opening hours and website URL, which used to sit at the top of the profile, move into Basic Info. The Description field is removed and replaced by the Status Message, and the Ask a Question function ends.
Call button and phone number
The Call button will use the phone number registered in profile settings. If an account currently has a different number set for the Call button and for Phone Number, the system will switch to a single number based on the registered data.
Price Range
The Indonesian rupiah (Rp, IDR) option in Price Range is removed. Accounts using it will have their price range reset and must pick another currency to show a price range again. This is unlikely to affect Thai accounts, but it is in the Thai notice.
Recent posts (Mixed media feed)
The Recent posts section, which showed images and videos, is removed because LINE VOOM ended on 16 September 2026, according to the notice. LINE's Japanese notice adds that images and videos posted there are not carried over and are deleted. Relevant Audience covered the LINE VOOM shutdown separately in September.
Showcase
The Type options (General, Products, People and Location) are removed, along with Delivery Information, Hashtag and Address fields. Existing URL and Price Range settings move to profile settings, except prices set in rupiah, which are deleted.
Delivery and Takeout, health measures, FAQ
The old Delivery and Takeout settings are removed and managed in Profile settings instead. According to LINE's Japanese notice, the items carry over but detailed information such as order-taking hours, order phone numbers and order URLs is not migrated and is deleted. The section for public-health or infectious-disease measures is removed and its data deleted. FAQ keeps working, but the Show Direct Chat Button option is removed and any existing setting for it is deleted.
A pre-28 October checklist for LINE OA owners
The list below turns LINE's notice into actions. It is practical analysis, not an official LINE checklist.
- Open Business Profile settings and look for anything saved but not published. Unpublished basic profile information will be deleted; unpublished sections should become Drafts, but keep a copy anyway. Publish what you want live, and copy text and images somewhere outside LINE.
- Count your News items. If you have more than 20, copy anything older than the latest 20 that you want to keep, such as past promotions or policy notices.
- Copy the text in your Description field. Rewrite the important part into your Status Message, since that is what replaces it.
- If you used Ask a Question as a contact path, decide what replaces it, for example a FAQ entry or a clear prompt to chat.
- Check that the Call button number and the Phone Number field match, and that the number registered in profile settings is the one customers should call.
- Review Social Media links. Note any Pinterest, Spotify or Tumblr URLs, which will be deleted, and confirm the others carry over to Website & SNS after the change.
- Review Showcase entries that rely on Type, Delivery Information, Hashtag or Address. Move that information into the Showcase text or other sections you control.
- List your active Coupons and Shop Cards. Expire or turn off anything you do not want displayed automatically on the profile.
- Before deleting any Signboard, Announcement, Showcase or FAQ content after the change, save a copy, because LINE says it cannot be recovered.
- If your footer button used a splash label for a campaign message, plan to carry that message elsewhere, since every footer button will read "Add as friend".
- Re-check the profile after 28 October. LINE says the rollout is gradual and the schedule may change, so the new layout may arrive later on some accounts.
What LINE did not say
The notice leaves some points open. It does not offer an export tool or say whether LINE will send account-level reminders. It does not say how long the gradual rollout will take. Anyone planning around the change should treat 28 October as the earliest date and check the notice again before then.
What this means for Thai marketers
This section is analysis. For Thai brands, a LINE OA profile is often where a customer lands after tapping an ad or a QR code. Losing a Description, older News or a Showcase field will not break the account, but it can leave a profile thinner and less useful on the day a campaign sends traffic to it. The fixes are mostly copying, publishing and tidying, and they need doing before 28 October.
The change also follows the end of LINE VOOM, which removed the Recent posts feed. Profile content now carries more of the load, so it is worth treating the Business Profile as a landing page in your LINE Ads planning, alongside the rest of your social ads mix.
FAQ
When do the LINE OA Business Profile changes start?
The changes start rolling out from Wednesday 28 October 2026, according to the body of LINE for Business Thailand's notice. The page summary still mentions 21 October, and LINE says the schedule may change.
Will my unpublished Business Profile content be deleted?
Unpublished basic profile information will be deleted, while unpublished profile sections should carry over as Drafts. LINE's Japanese notice on the same renewal spells out that split; the Thai notice says saved-but-unpublished data will not migrate and will be deleted. Publishing or copying anything unpublished before 28 October avoids the risk.
How many News items can a LINE OA keep after the change?
A LINE OA can keep 20 News items after the change, down from a maximum of 200. LINE says only the latest 20 are kept and older ones are deleted.
What replaces the Description field?
The Status Message replaces the Description field in Basic Info. Copy your current description before 28 October and move the key points into the Status Message.
Do I need to do anything if my profile is fully published?
Yes, a quick review is still worthwhile even if everything is published. News beyond the latest 20, the Description field, Ask a Question, some Showcase fields, Pinterest, Spotify and Tumblr links and footer splash labels are removed regardless of status.
Closing note
LINE's Business Profile change is a deadline task, not a strategy shift. Check drafts, News, Description and links before 28 October 2026, then look again once the new layout reaches your account. If you would like help reviewing a LINE OA profile alongside your LINE Ads campaigns, Relevant Audience can walk through it with your team.
