LINE VOOM shuts down in Thailand: what LINE OA owners and LINE Ads advertisers need to do

LINE VOOM, the short-video and post feed inside the LINE app, stopped operating in Thailand at 11:00 on Monday 28 September 2026. From that point Thai users can no longer open LINE VOOM and every post on it is deleted. For businesses the shutdown has three concrete effects: the OA CMS feature that pushes Broadcasts to LINE VOOM is gone, LINE Official Account owners get a fixed window from 1 October to 31 December 2026 to download the images and videos they posted, and LINE Ads delivery that touched VOOM may change, with advertiser details promised later through LINE Ad Manager.

What LINE announced, and in which notice

There are two official notices, and they cover different audiences. The business notice was published on 17 June 2026 by LINE for Business Thailand, the site run by LINE Company (Thailand). It speaks to LINE Official Account owners and LINE Ads advertisers. The second is LINE's in-app user notice, last updated on Monday 31 August 2026, which explains what individual users lose and how they can keep their own content.

The user notice gives LINE's reason in one line: changes in the current internet market environment led LINE VOOM to consolidate its management resources. It describes a phased wind-down that began on 31 August 2026 and an official end at 11:00 on 28 September 2026. One detail to be careful with if you quote the business notice: it describes 28 September 2569 (the Thai Buddhist Era year for 2026) as a Wednesday. The date is a Monday, which is how the user notice states it.

The timeline below uses only dates that appear in the two notices.

What changes for LINE Official Account owners

For an OA owner, VOOM was one of the places a Broadcast could appear, and a place where posted media lived. Both of those end with the shutdown. The rest of the OA toolset is not affected by this notice.

Broadcasts that were set to post to LINE VOOM

LINE for Business says the feature for posting a Broadcast to LINE VOOM through OA CMS ends from 28 September 2026. After that date and time, any Broadcast configured to post to VOOM will not post there. This includes Broadcasts that were scheduled in advance, if their scheduled time falls after 28 September 2026.

LINE states that the change applies only to the VOOM posting option. Other Broadcast features in OA CMS keep working as normal. LINE asks owners to check and adjust any scheduled Broadcasts as needed. The practical risk is quiet: a scheduled message that was meant to land in both chat and the VOOM feed will reach only one of those places, and nobody on the team may notice unless they look. If a campaign calendar assumed a VOOM post, for example a teaser post before a chat message, that half of the plan no longer exists.

The OA CMS Broadcast to LINE VOOM option is worth checking even if your team never used it on purpose, because scheduled Broadcasts are often copied from older templates. A template set up years ago can carry the VOOM option forward without anyone thinking about it.

Backing up OA media: the 1 October to 31 December window

The business notice recommends that OA owners download content they posted (images and videos) through a backup feature, available from 1 October 2026 to 31 December 2026. LINE says that if the backup is not done within that period, the data cannot be recovered. The steps LINE lists are:

1. Go to voom-studio.line.biz.
2. Log in with your LINE Official Account.
3. Open the Posts tab in the left-hand menu.
4. Select the post you want to download.
5. Download it from the Post Details page.

Two things are worth reading closely. First, the OA backup window opens after the shutdown date, not before it. So an OA owner who missed VOOM's final weeks has not lost the media yet, but only until 31 December 2026. Second, the business notice names images and videos for OA backups. The user notice, which covers personal accounts, names text as well. LINE does not say whether OA post captions or text can be exported through VOOM Studio, so keep your own copy of any caption you want to reuse.

The steps also describe selecting a post and downloading it from its own page. LINE does not describe a bulk export for OAs. For an account with a long posting history, plan the time accordingly and prioritise the media you will actually reuse: product videos, campaign visuals, anything you hold no other master copy of.

Followers and the add-as-friend route

LINE's user notice lists three features that end with VOOM: Story, Follow and Follower, and the VOOM Birthday Card. For users who still want updates from accounts they followed, LINE tells them to add those accounts as friends, through My, then the settings icon, then Followers, then the account, then the chat icon, then Add friend. LINE adds that only official accounts can be added as friends this way.

For businesses this is the most interesting line in either notice. It means the route LINE itself points users to is the LINE Official Account friend relationship, which is where Broadcasts, chat and most OA tools already operate. LINE does not say what happens to an OA's VOOM follower count or follower list, and it does not describe any automatic conversion of VOOM followers into OA friends. Treat a VOOM-only follower as someone you now need to reach through another channel.

What changes for LINE Ads advertisers

The LINE Ads section of the business notice is short. It says that because LINE VOOM ends in Thailand from 28 September 2026, some changes related to ad delivery and ad display connected to LINE VOOM may take place. LINE says further details for advertisers, including related operating guidance, will be announced through LINE Ads' official channel, LINE Ad Manager at admanager.line.biz.

That is the full extent of what LINE has published on ads. It is a statement that changes may happen, not a list of changes. For an advertiser, the sensible reading is to watch delivery closely rather than to assume a fixed outcome. If a LINE Ads campaign's reach, impressions or cost shifts in the days after 28 September 2026, the VOOM shutdown is a plausible explanation to check first, but LINE has not confirmed any specific effect. Check the notifications area in LINE Ad Manager for the promised details before changing budgets or bids on the basis of a guess.

If you run LINE Ads campaigns in Thailand, it is also a good moment to write down the current settings and recent performance of each campaign. A clean before-and-after record is what lets you tell a VOOM-related delivery change apart from ordinary week-to-week movement.

What LINE did not say

Several questions that advertisers and OA owners will reasonably ask are not answered in either notice. Stating them plainly avoids filling the gaps with assumptions:

• Which ad placements are affected. LINE does not name any specific LINE Ads placement, format or campaign type.
• Budget movement. LINE does not say whether spend that would have gone to VOOM-related inventory moves automatically to other placements.
• When the ads details arrive. LINE promises details through LINE Ad Manager but gives no date.
• VOOM follower counts for OAs. Neither notice says what happens to an OA's VOOM followers or whether they carry over in any form.
• Audience size. Neither notice gives any figure for VOOM users, views or usage in Thailand.
• Other markets. Both notices are about Thailand only and say nothing about LINE VOOM elsewhere.

A practical checklist for this week

Most of the work is housekeeping, but it has deadlines attached. A short order of operations:

1. Open OA CMS and list every scheduled Broadcast. Remove the VOOM posting option where it is set, and confirm the chat side of each Broadcast still says what you intend.
2. Update campaign calendars and briefs that still include a VOOM post, so nobody produces creative for a feed that no longer exists.
3. Put a reminder in the calendar for 1 October 2026 to start downloading OA media from voom-studio.line.biz, and a hard stop well before 31 December 2026.
4. Save any VOOM captions or post text you want to keep through your own records, since the business notice names only images and videos.
5. In LINE Ad Manager, record current campaign settings and check notifications for the promised advertiser details.
6. Review where VOOM sat in your LINE funnel, and decide which remaining surface (OA chat, LINE Ads, other social channels) should take over its job.

What this means for Thai marketers

The LINE VOOM shutdown is a Thailand-specific change to a platform that many Thai brands treat as core infrastructure. The OA, the LINE Ads account and the chat relationship all continue. What goes is one open, feed-style surface where a brand could post content to people who followed it without being chat friends. The user notice itself points to the logic that remains: if a user wants to keep hearing from a brand, they add its official account as a friend.

That shifts weight onto two things brands already control. One is the OA friend base, which is reached through Broadcasts and chat. The other is paid reach, through LINE Ads and through other platforms in a wider social advertising mix. Content that was produced mainly for VOOM, such as short vertical videos, does not have to be wasted; once backed up, it can be reused in other channels as part of a planned content marketing calendar. The OA media backup window is the part with a real deadline, so it is the one to schedule first.

Frequently asked questions

When did LINE VOOM shut down in Thailand?

LINE VOOM officially ended in Thailand at 11:00 on Monday 28 September 2026, according to LINE's user notice. A phased wind-down had started on 31 August 2026, when some users saw the third tab of the LINE app replaced by LINE OpenChat, while VOOM stayed reachable at linevoom.line.me until the end date.

Can a LINE Official Account still download its old VOOM posts?

Yes, between 1 October and 31 December 2026, through the backup feature at voom-studio.line.biz. LINE's business notice covers images and videos, is done post by post from the Post Details page, and says data cannot be recovered after the window closes.

Do scheduled OA Broadcasts still send after 28 September 2026?

Yes for chat, no for VOOM. LINE says only the option to post a Broadcast to LINE VOOM through OA CMS ends; other Broadcast features keep working, and scheduled Broadcasts timed after 28 September 2026 will simply not appear on VOOM.

Which LINE Ads placements are affected by the VOOM shutdown?

LINE has not said. The business notice states only that some changes to ad delivery and display related to LINE VOOM may happen, and that details for advertisers will follow through LINE Ad Manager.

Do VOOM followers become LINE Official Account friends automatically?

Neither notice says they do. LINE's user notice tells users who want continued updates to add the accounts they followed as friends, and notes that only official accounts can be added this way.

The deadlines here are short and fixed, and the ads side is still waiting on LINE's own details. If you want a second pair of eyes on your OA Broadcast schedule or a before-and-after check of your LINE Ads delivery, Relevant Audience can help you review it.