Friendtalk to Brand Message Transition

In accordance with Kakao's business messaging policy change, existing Friendtalk messages will be automatically migrated to Brand Message (Flexible Type). The updated pricing policy applies from January 1, 2026.

Below we explain the key changes, the features of Brand Message, and the differences between each type.

Friendtalk Messages ➔ Migrated to 'Brand Message Flexible Type'

The Friendtalk you have been using will be renamed and served as Brand Message Flexible Type. The existing Friendtalk API and sending method are supported via 'Brand Message Flexible Type' for compatibility, and you can still only send to channel friends, the same as before.

To send to recipients who are not channel friends, you must use Brand Message Standard Type.

Comparing Brand Message Types: Flexible vs Standard

Brand Message is Kakao's new promotional messaging service that replaces and expands on the existing Friendtalk. The biggest feature is that anyone who has given marketing subscription consent (promotional information receive consent) can receive messages, regardless of whether they are a KakaoTalk Channel friend.

Brand Message is divided into two types — [Flexible] and [Standard] — based on send purpose and target.

The biggest differences are whether a template is required and whether non-friends can receive messages.

Category	Brand Message Flexible Type (formerly Friendtalk)	Brand Message Standard Type
Template usage	Not required (freely compose text/images)	Required (use pre-registered templates)
Recipients	Can only be sent to channel friends	Can be sent to both channel friends and non-friends (marketing opt-in users)
Targeting options	Channel friends only	Supports granular targeting: friends, non-friends, all
Key characteristics	Flexible creative changes, just like the original Friendtalk	Template-based and reliable, with a wider reach
Recommended for	When creative needs to be changed quickly, or when you want to maintain the existing Friendtalk approach	When reaching new customers (non-friends) or strengthening branding

Prerequisites for Adopting Brand Message Standard Type

To use the Standard Type which can send to non-friends, all five of the following conditions must be met:

If you meet all the conditions below, apply for Brand Message usage

1. Business Channel Certification The channel must be a 'Business Channel' that has been verified with registered business information, not a personal channel.

2. 50,000+ Channel Friends The KakaoTalk Channel must have at least 50,000 friends.

3. Alimtalk Send History There must be a record of having successfully sent the informational message 'Alimtalk' within the past 3 months.

4. Toll-free Opt-out Number A toll-free 080 number or equivalent that allows customers to opt out without cost must be displayed at the bottom of the message.

5. Supporting Documentation Documents proving that 'promotional information receive consent' has been legally obtained from customers (screenshots of sign-up screens, etc.) must be submitted.

Pricing Policy Change

In accordance with Kakao's business messaging policy change, existing Friendtalk messages will be automatically migrated to Brand Message (Flexible Type). The updated pricing policy applies from January 1, 2026. *Non-channel-friend users = users who are not KakaoTalk Channel friends but have consented to receive other marketing messages.