Ever since its launch in 2010, KakaoTalk has become the number one social network in South Korea, and today boasts approximately 48 million monthly active users (MAU). The multi-faceted messaging platform allows free calls, multimedia messaging, event scheduling, and in-app gift shopping. Deloitte named KakaoTalk the number one tech company in the Asia-Pacific region in its recent Technology Fast 500 Asia Pacific survey, which ranks companies based on revenue.
KakaoTalk ran into issues with user privacy in October 2014, as fears of state surveillance caused users to defect to foreign messaging apps en masse. KakaoTalk responded by introducing security features such as message encryption and publicly announcing that it will not allow the authorities to monitor user messages.
Besides a security snafu with its users, KakaoTalk still has tremendous reach in the domestic market and brands can use the messaging platform for marketing purposes. In 2011, Kakao rolled out its advertising platform “Plus Friend” in order to connect users with their favorite brands, celebrities, and media companies.