Kakao announced that small businesses utilizing its KakaoTalk 'Brand Message' service saw a 90.2% increase in revenue compared to before using the service. The revenue effect per 1 won spent on sending messages was 11.1 won, more than double the overall average. This indicates that Brand Messages serve as an effective marketing tool for small businesses with limited marketing resources.
On August 25, Kakao released findings from a study conducted by researchers at Hanyang University analyzing the business performance and user benefits of its KakaoTalk 'Brand Message' service. Brand Messages are promotional messages sent to users who have agreed to receive marketing information from KakaoTalk channels.
The study, led by Professors Ryu Han-byeol and Kim Ji-hwan from Hanyang University's ERICA campus, examined 2,510 business partners using Brand Messages from June 2025 to May 2026, focusing on changes in revenue, repeat purchases, and visitor numbers.
According to the research, each 1 won spent on sending Brand Messages generated approximately 5 won in revenue. Compared to before the messages were sent, revenue increased by 46.2%, repeat purchases rose by 30.7%, and visitor numbers grew by 16.9%. The increase in repeat purchases continued for up to three days after the messages were sent.
Notably, the impact was particularly significant among small partners. When analyzed based on the median revenue of small partners just before sending, the revenue effect was 11.1 won per 1 won spent, with a 90.2% increase in revenue, 47.3% in repeat purchases, and 22.6% in visitors. Larger partners also experienced increases, with a revenue effect of 4.1 won per 1 won spent.
Unlike traditional text messages that only display the sender's number, Brand Messages are sent from verified KakaoTalk channels, making the sender's identity clear. Users can easily verify the sender through the channel profile and official certification information, reducing the time spent confirming the authenticity of messages and the safety of links.
Additionally, Brand Messages allow users to quickly access information about necessary products and benefits, reducing the time and costs associated with searching for information. The researchers estimated that these time and transaction cost savings translate to an annual consumer benefit of approximately 2.44 billion won.
The study also noted that the clear identification of the sender helps prevent smishing and corporate impersonation scams.
Professor Ryu Han-byeol stated, “This study is the first empirical research in Korea to economically analyze the effects of technologically advanced text-based advertising. The high advertising effectiveness observed among small businesses provides meaningful insights for small business owners seeking low-cost, high-efficiency marketing strategies.”
Professor Kim Ji-hwan added, “Brand Messages are significant in that they complement the limitations of traditional text advertising while creating additional benefits for consumers.”
Kakao launched the Brand Message service in May 2025, evolving from its previous 'Friend Talk' service. At the time of the launch, Kakao aimed to offer advertisers precise targeting and high message reliability, while providing users with transparent information and the option to opt-in to receive messages.
Kakao Policy Agenda Director Kim Sung-jun remarked, “This study confirms that Brand Messages enhance marketing performance for partners while providing users with a more convenient and trustworthy messaging experience.”
* This article has been translated by AI.
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