BrandMessage Overview

Available in Classic and VPC

BrandMessage Overview describes the KakaoTalk BrandMessage service.

Introduction to KakaoTalk BrandMessage

KakaoTalk BrandMessage is a communication service that enables businesses to send promotional content, such as events, promotions, and new product announcements, to customers who have consented to receive advertising information.
Regardless of KakaoTalk Channel friend status, you can leverage your customer data for precise targeting and sending, and expect effective marketing results through various message templates.

Features of BrandMessage

The key features of BrandMessage are as follows:

1. Expanded message sending targets
   • You can send channel message advertisements to users who have consented to receive advertising information, even if they are not friends of the KakaoTalk Channel.
2. Various message formats
   • Various message templates optimized for marketing objectives are provided, including basic, wide list, carousel, commerce, and carousel commerce types.
3. Creation guide
   • Provides statistical data such as sending success rate, open rate, and click rate to analyze and improve marketing performance.
4. Enhanced conversion driving
   • Supports buttons for web links, app links, business forms, and consultation chat/chatbot integration, and provides a channel addition button to drive customer conversion.
5. Stable delivery and regulatory compliance
   • Leveraging stable message sending technology based on KakaoTalk Channels, spam filtering resistance is enhanced compared to general text messages.
   • With a transparent and highly reliable sending structure that complies with Korea Internet & Security Agency (KISA) guidelines for sending advertising information, it minimizes legal risks and supports stable marketing activities.
6. Performance measurement (to be supported)
   • Provides statistical data such as sending success rate, open rate, and click rate to analyze and improve marketing performance.

BrandMessage prerequisites

BrandMessage is a product that requires preparation before sending. Follow the steps below in order:

1. Create a brand channel.

   • Open a KakaoTalk Business Channel and register basic information.
   • You can apply to open a KakaoTalk Channel through the Channel Admin Center.

2. Register a 080 free opt-out number.

   • If you do not have a 080 free opt-out number, apply for a new one (can be used alongside SMS).
   • Register the 080 free opt-out number to the channel using BrandMessage.

3. Subscribe to the service (eligibility verification).

   • Request BrandMessage usage to send messages to M/N groups.
   • Eligibility requirements:
     • 50,000 or more channel friends.
     • Registration of business registration number and customer center phone number.
     • Submission of marketing consent evidence (mandatory consent for sending advertising messages via Kakao).
     • Registration of a 080 opt-out number.
   • Sending authorization is confirmed after eligibility review.
   • However, sending to I/F groups is available without a separate application.

4. Register template and request review.

   • Create templates by type and submit them for review.
   • Approval is based on content, button configuration, and image specifications.

5. Send messages.

   • Set target users (M/N/I/F groups) with users managed separately.
   • Request message sending via API.
   • View sending results and message delivery history.

BrandMessage targeting

BrandMessage target groups are classified as follows:

M: Brand advertising-consent users (KakaoTalk opt-in)

• Processes the sending of promotional messages to users who have consented to receive advertising messages from the advertiser via KakaoTalk.
• If the recipient is not a friend of the sending channel, the message is processed and sent as an N-type channel message including free opt-out information.
• You can register and manage the 080 free opt-out number in the KakaoTalk Channel menu of the console.

N: Brand advertising-consent users (KakaoTalk opt-in) – Channel friends

• Processes the sending of promotional messages to advertising-consent users (KakaoTalk consent), excluding channel friends from the sending request list.
• Since the recipient is not a friend of the sending channel, the message is processed and sent as an N-type channel message that includes free opt-out information.
• You can register and manage the 080 free opt-out number in the KakaoTalk Channel menu of the console.

I: Brand advertising-consent users ∩ Channel friends

• Users who have consented to receive advertising messages and are currently friends with the channel.

F: All channel friends (to be supported)

• Processes message sending by excluding targets who are not channel friends.

Sending conditions by BrandMessage type

The sending conditions based on the target group of BrandMessage are as follows:

BrandMessage creation guide

This section describes the types and components of BrandMessage.

BrandMessage types

See the image below for BrandMessage types.

BrandMessage components

The required components that must be included when creating a template, along with the description of each item, are as follows:

Details by BrandMessage type

This section describes each BrandMessage type and its details.

Common elements

Text type

Image type

Wide image type

Wide list type

Carousel feed type

Commerce type

Premium video type

Carousel commerce type