What is LINE OA? Types, Features, and Benefits

LINE is widely known as a communication tool for messaging and calling, but its capabilities have expanded significantly in recent years. Beyond personal chats, LINE now offers features such as LINE SHOPPING and LINE Official Account (LINE OA), making it a powerful platform for businesses to reach and engage with their target audiences. With over 2.2 billion monthly users worldwide as of 2023, LINE has become one of the most widely used instant messaging platforms globally. LINE stands out as a leading platform in this category, making it the preferred choice for many businesses to communicate with customers. By using LINE Official Account (LINE OA), you can customize chat interfaces to enhance customer interactions, facilitate product browsing and purchases, and broadcast campaign messages directly to your followers or customer base.

LINE Official Account is LINE’s dedicated account for brands and companies. It allows you to share general updates, sales and marketing activities, and special promotions directly with your audience.

Today, Asia Search will guide you through everything you need to know about LINE Official Account (LINE OA)—its features, account types, and key differences—so you can choose the best option for your business marketing strategy.

What is LINE Official Account (LINE OA)?

LINE Official Account, or LINE OA, is a crucial tool in digital marketing, particularly in Thailand, where LINE dominates as the preferred chat platform for personal and professional communication. Designed for businesses, LINE OA provides specialized accounts to help build follower bases, deliver marketing messages, announce promotions, and engage customers directly via chat. Additionally, LINE OA allows businesses to customize the customer chat interface, providing convenient access to services and products. These features enhance brand experiences, foster stronger customer relationships, and convert followers into loyal customers more effectively. (Learn more at What is Digital Marketing and Why It Matters for Businesses.)

Types of LINE OA Accounts

Businesses can choose from three types of LINE OA accounts depending on their marketing needs and target audience. Each type offers unique features and levels of visibility:

1. Unverified Account

An unverified account is the most basic type of LINE OA, identified by a gray badge. These accounts are free to create and provide access to essential features but cannot be discovered via search. Users must manually add them using the account ID. This type suits businesses that wish to start with basic communication and later upgrade to a verified or premium account.

Unverified accounts are best for engaging existing customers rather than broad promotional campaigns due to limited discoverability.

2. Verified Account

Verified accounts display a blue badge and require identity verification to confirm that the business is legitimate. Once approved, verified accounts unlock additional benefits such as discoverability through LINE search and promotional opportunities via LINE Wallet. This type is ideal for small to medium businesses seeking to enhance brand credibility at a one-time fee of 888 THB.

3. Premium Account

Premium accounts, marked with a green badge, are tailored for large brands or enterprises managing millions of followers. These accounts provide maximum visibility, including access to sponsored stickers and enhanced marketing features. To register, businesses must contact LINE directly. Premium accounts are ideal for advanced marketing campaigns, similar to strategies used in Facebook advertising.

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Comparison Table of LINE OA Account Types

	Unverified (Gray Badge)	Verified (Blue Badge)	Premium (Green Badge)
Description	Basic official business account	Searchable verified account for legitimate businesses	Premium-level account for large brands with millions of followers
Registration Requirements	None	Must comply with legal and ethical business guidelines	Exclusive, requires direct contact with LINE for approval
Verification Process	None	Submit official documents for verification (Premium ID available)	Invitation only by LINE
Discoverability and Features	Searchable by account ID only	Searchable by business name; eligible for LINE Wallet promotions	Full visibility, access to LINE Pay and advanced features

Key Differences Between Unverified and Premium Accounts

The main distinction between unverified and premium LINE OA accounts lies in branding and discoverability. Premium accounts allow businesses to create custom IDs and enjoy enhanced recognition, making them more suitable for high-scale campaigns. These features improve professionalism and trust, increasing opportunities for customer engagement. Premium accounts also support sponsored stickers and advanced integrations, further enhancing user experience and brand visibility. To upgrade to Premium, businesses must coordinate directly with LINE’s team.

Who Should Use LINE OA?

LINE OA is suitable for a wide range of businesses seeking to communicate directly with customers. Its features cater to industries from e-commerce to retail, enabling targeted messaging, promotional broadcasts, and seamless integration into digital marketing strategies. (Learn more about e-commerce marketing.)

LINE Official Accounts help businesses create official profiles, target specific audiences, and integrate with external systems for advanced marketing automation and personalized communication.

Related article: How STP Marketing Improves LINE OA Campaign Success

Conclusion

LINE offers far more than just messaging—it has become a robust platform for businesses to connect with and engage customers effectively. With over 182 million active users globally, particularly across Asia (Japan, Taiwan, Thailand), LINE OA provides unparalleled opportunities for brand growth and customer retention. By integrating LINE OA with external tools like SleekFlow, businesses can automate workflows, send bulk messages efficiently, and deliver superior customer experiences, enhancing overall digital marketing performance.