KakaoTalk Beyond Messaging: Why Is South Korea’s Super App So Popular?
Nearly all mobile messaging app users in South Korea use KakaoTalk, making it by far the most popular messaging app in the country. Other apps see significantly less use: Close to 3 in 10 use Instagram messages, while 2 in 10 are on Facebook Messenger.
In South Korea, KakaoTalk goes far beyond simple messaging. Think of it as an all-in-one app. It lets you chat with friends, share fun stuff on social media, and even shop or pay bills, all in one place!
For Koreans, communication starts and ends on KakaoTalk. According to a report, the app has a whopping 53.5 million monthly active users—which goes on to show the app’s unparalleled popularity within the country.
The platform’s versatility opens doors for businesses too. With such a massive user base in South Korea and a growing international presence, KakaoTalk presents a compelling avenue for reaching potential customers worldwide. So, the next time you consider a marketing campaign, don’t underestimate the power of KakaoTalk—it might just extend your reach further than you imagined.
Source: eMarketer
What is KakaoTalk?
KakaoTalk, or “KaTalk” as it’s affectionately nicknamed, is a cultural phenomenon in South Korea. Launched in 2010, KakaoTalk offers the familiar features you’d expect—free text messaging, voice calls, and even video calls. But beneath the surface lies a robust platform deeply integrated into the lives of Koreans.
Available on a wide range of platforms—iOS, Android, even Windows and macOS—KakaoTalk boasts an impressive reach. With a staggering 93% of South Korean smartphone users on board, it’s no wonder KakaoTalk has dethroned all competitors to become the country’s undisputed messaging king.
Forget “let's Google that”—in South Korea, the phrase “Let’s KaTalk” is just as common. KakaoTalk, or KaTalk as it’s affectionately nicknamed, has transcended the realm of a simple messaging app to become a cultural phenomenon.
This widespread adoption has woven KakaoTalk into the fabric of South Korean life. It’s the go-to platform for staying connected with friends and family, coordinating work tasks, and even interacting with businesses. But KakaoTalk’s appeal extends beyond national borders. The app boasts a surprisingly strong user base in the Netherlands and Italy, hinting at its potential for global expansion.
Source: Community Sinch
The Rise of KakaoTalk in Korea
China heavily promotes WeChat, developed by the domestic tech giant Tencent.
This stems from a desire for government control over communication channels, as China blocks foreign competitors like Kakao and LINE. WeChat’s compliance with government regulations ensures its continued dominance within China.
In contrast, Japan and Taiwan gravitate towards LINE, developed by Naver, a Korean company with Naver Japan, a strong Japanese subsidiary. LINE’s success in Japan can be attributed to its local presence and cultural adaptation. Taiwan’s historical ties to Japan also contribute to their shared use of LINE.
South Korea’s preference for KakaoTalk, developed by the domestic Kakao Corp, follows a similar nationalistic trend. The Korean government prioritises user data security, making them wary of foreign-owned platforms like WeChat and LINE. The government actively promotes KakaoTalk to strengthen its domestic popularity.
However, KakaoTalk struggles to gain international traction compared to WeChat and LINE. This can be attributed to several factors. First, WeChat boasts a significantly larger user base due to China’s vast population. Second, LINE, backed by Naver, has more resources for global expansion.
KakaoTalk faces stiff competition from established international players like Facebook Messenger, WhatsApp, and Viber, making it difficult to compete on a global scale.
Nonetheless, KakaoTalk has grown considerably, with over 53.5 million monthly active users worldwide as of 2024. The company made an annual revenue of $1.5 billion by the end of 2023 and Kakao Corp was valued at $14.42 billion in 2024.
Source: Korea Joongang Daily
KakaoTalk: From Messaging App to Korean Tech Giant
Founded in 2010 by Kim Bum-soo, KakaoTalk didn’t waste time establishing itself. Within three years, it had already partnered with major global mobile games, showcasing its ambition and potential. This early success fueled the growth of Kakao Corp, the parent company behind KakaoTalk.
But KakaoTalk was just the first domino to fall. Kakao Corp strategically expanded, creating a suite of interconnected services that cater to various aspects of Korean life.
Here are some of the top services and more – all under one umbrella:
KakaoStory: An app for social media
KakaoTaxi & KakaoBus: Apps for transportation
KakaoMusic: An app for music streaming
KakaoGroup: A platform for group chats
KakaoHome: An app for smart home management
This interconnected ecosystem proved hugely successful, with Kakao Corp generating a staggering $200 million in 2013 through its combined gaming, content, commerce, and marketing efforts.
However, Kakao’s reach extends far beyond revenue figures. In 2017, it became South Korea’s first internet-only bank, a historic moment that solidified its position as a tech titan. From fashion and finance to entertainment and community building, Kakao has fundamentally transformed how Koreans interact with technology, shaping their communication, shopping habits, content discovery, and consumption.
In 2024, there are 48.2 million Korean users who use Kakao Talk and over 1 billion messages are exchanged every day on the Kakao Talk app.
Source: Tech in Asia
Your Brand Power on KakaoTalk: A Guide for Businesses
So, you’ve recognised the massive potential of KakaoTalk’s user base – but how do you leverage this platform for your business? Here’s a breakdown of the various tools and strategies to amplify your brand presence:
1. Establish Your Hub: The KakaoTalk Business Channel
This is your first step – a free and easy-to-maintain Business Channel acts as your brand's dedicated space on KakaoTalk. Think of it as a mini-website within the app, fully searchable by potential customers. Here, you can curate a visually appealing profile with photos, videos, and regular status updates to keep your followers engaged.
But the real power lies in real-time communication. Use the built-in smart chat function to directly interact with your clients, answer questions, and address concerns. This personalised approach fosters trust and loyalty, building stronger customer relationships.
2. Targeted Communication: Updates and Promotions
KakaoTalk offers multiple avenues for brand promotion. You can use your Business Channel to send targeted messages directly to your followers. These messages can be anything from new product announcements to exclusive coupon codes and special offers. Imagine sending out a surprise discount voucher just before a holiday weekend – the perfect way to drive sales and excitement.
3. Expanding Your Reach: Kakao BizBoard
If your brand is seeking a wider presence, Kakao BizBoard presents a powerful solution. Their B2B service allows you to share your content across various platforms within the Kakao ecosystem. Coupled with Kakao Sync, BizBoard helps you create laser-focused ad campaigns to reach a highly relevant audience and maximise your marketing impact.
4. The Power of Emoticons: Speak Their Language
Emoticons are the beating heart of KakaoTalk communication, and the adorable Kakao Friends characters are loved by users. Sign up for the Kakao Emoticon Studio and design custom emoticons that embody your brand personality. Imagine your logo transformed into a playful emoticon. Isn’t it a fun and memorable way to connect with your audience?
5. Direct Food Sales (For Applicable Businesses)
If your business revolves around food, consider exploring KakaoTalk Order – the platform’s answer to popular food delivery services. This integration allows customers to order directly through KakaoTalk, boosting convenience and driving sales. Restaurant owners can utilise the robust Boss Center to manage menus, create discount codes, and maintain a direct line of communication with their customer base.
By implementing these strategies, you can transform KakaoTalk from a simple messaging app into a powerful marketing tool. Once you establish a strong brand presence to build customer engagement and drive sales, KakaoTalk offers a unique opportunity to reach and connect with a massive audience in South Korea and beyond.
Source: KakaoCorp
How To Set Up KakaoTalk For Business: A Step-by-Step Guide
Setting up a business account on KakaoTalk is intuitive but involves a few additional steps. Here;s a comprehensive guide to navigate the process, from downloading the app to establishing your brand presence:
1. Download the App and Set Up Your Personal Account
Head to your app store and download KakaoTalk. While predominantly Korean, the app should be readily available. Note: you might encounter some reviews mentioning difficulty changing phone numbers or email addresses later. Choose yours carefully!
2. Create Your Personal Account
KakaoTalk will likely prompt you for your phone number. This will be linked to your account, so ensure it’s one you’ll have long-term. Feel free to add a verified email address and personalise your profile with a picture. For enhanced security, enable two-step verification.
3. Establish Your KakaoTalk Channel
Things get a little more complex when creating your KakaoTalk Channel (also known as a KakaoTalk Business Account). If Korean isn’t your forte, use your browser’s translation feature alongside Google Translate in another window. The KakaoTalk smartphone app offers a live AR translation function as well.
How to create your channel:
Visit the Kakao Business admin page and log in with your personal account details.
You’ll be asked to enter your name (ideally your brand name).
Locate the button to “create a new channel” (it might require translation).
Provide your channel name, search ID, a brief description, and upload a profile picture (recommended size: 640 x 640 pixels).
Select relevant categories for your brand from the dropdown menus.
By default, new channels are private. Go to your dashboard and toggle the channel visibility to “public.” Enable “allow search” and “1:1 chat” for maximum visibility.
Congratulations! You’ve successfully created a KakaoTalk Channel with access to messaging, analytics, promotional tools, and discoverability in the user directory.
4. Upgrade to a KakaoTalk Business Channel
For more benefits, consider upgrading to a KakaoTalk Business Channel. This unlocks a verified badge, better search results placement, and access to the powerful BizBoard advertising platform. However, this upgrade requires a Korean business number, a business registration card, and an employment certificate for the channel administrator – documents typically obtained through legal channels within South Korea.
Upgrading Process:
Locate the “Upgrade to business channel” button on your dashboard.
Click “Apply” in the top right corner.
Fill out the additional fields with your Korean business details.
Allow 3-5 business days for approval. You’ll receive a notification via your registered KakaoTalk email.
KakaoTalk goes far beyond simple messaging. It offers a user-friendly interface packed with features that are ahead of the curve. Remember that “read receipt” function? KakaoTalk had it long before WhatsApp or Facebook Messenger did. The platform allows for seamless sharing of photos, videos, voice recordings, and even facilitates free conference calls with up to five participants through “VoiceTalk.” Essentially, KakaoTalk can be a one-stop shop for all your communication needs in Korea.
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