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Official accounts that people add as friends, in the markets where LINE is the everyday messenger.

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LINE is a messaging app at the centre of daily life in several Asian markets. Businesses run an official account that people add as a friend, and use the Messaging API to reply, send updates, show rich menus and run bots. In Japan, Thailand and Taiwan, LINE notification messages can also reach existing customers by phone number, with their consent on first receipt. It suits retail, travel, food, banking and public services that serve people where LINE is the default way to chat.

Start with the 101LINE 101: the whole pictureHistory, how it works, where it is used, what it costs, the rules, its limits, and when to choose it, with every claim sourced.Read the 101

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What matters when choosing

  • Experience with LINE official accounts in your target countries, and local-language support.
  • Rich menus, cards and bots built and managed without heavy development.
  • LINE conversations in the same inbox as your other channels.
  • Clear tracking of how many messages your plan includes and what extra messages cost.

Questions to ask providers

  1. Which countries' LINE accounts can you manage, and in which languages?
  2. How do you count messages against our official account plan, and how do you warn us before we exceed it?
  3. Can we link a LINE friend to a customer record securely?

Common mistakes

  • Broadcasting to every friend at once and using up the plan's message allowance.
  • Treating it as a global channel when its strength is concentrated in a few markets.

What it is good at

  • Reaching people in markets where LINE is the default messenger.
  • Rich menus, cards and coupons.
  • Opt-in audiences who added you as a friend.

What to watch for

  • Strength concentrated in a few countries.
  • Message allowances that depend on the account plan.
  • Rules and plans that differ by country.

How it is priced

A monthly official account plan includes a set number of messages the business sends (pushes, multicasts and broadcasts); replies to a person's message are not counted. Plans and prices are set by country. In Japan only the Standard plan can buy extra messages, at revised rates since 1 October 2026; Taiwan's plan prices change on 1 November 2026. LINE notification messages are priced separately from the plans, and providers add their own fees.

Sources LINE Developers ↗LINE Yahoo for Business ↗LINE Biz-Solutions Taiwan ↗

Typical channels: LINE Email Web chat & booking page Push notifications

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