Kakao on Aug. 25 released an analysis by Hanyang University researchers that KakaoTalk "Brand Message" generates about 5 won in sales for every 1 won spent on sending. It also found annual consumer benefits worth 2.44 billion won.

The findings were disclosed through Kakao's Policy and Industry Research Brunch by a research team led by professors Hanbyeol Ryu (류한별) and Jihwan Kim (김지환) of the Department of Economics at Hanyang University ERICA. The researchers analysed changes in sales, repeat purchases and visits among 2,510 partners that used "Brand Message" from June 2025 to May 2026. "Brand Message" is a service that sends promotional messages to KakaoTalk Channel friends who have agreed to receive marketing information.

The analysis found partners' sales rose 46.2 percent, repeat purchases increased 30.7 percent and visitor numbers climbed 16.9 percent compared with before sending "Brand Message". The increase in repeat purchases lasted up to 3 days after messages were sent.

By size, small partners recorded an 11.1 won sales effect per 1 won in sending costs, along with increases of 90.2 percent in sales, 47.3 percent in repeat purchases and 22.6 percent in visitors. Large partners also generated 4.1 won in sales per 1 won in sending costs, and sales, repeat purchases and visitor figures all rose.

The researchers also analysed that "Brand Message" allows users to verify the sender, reducing the time needed to check message authenticity and link safety. They estimated annual consumer benefits worth 2.44 billion won after calculating reduced transaction costs from providing tailored product and benefit information.

They also said that unlike existing text messages such as SMS, which display only the sender number, "Brand Message" is sent from an official channel, helping prevent smishing and damage from corporate impersonation.

"This study is an empirical study that economically analyses the effects of text-based advertising," Ryu said. "The advertising effects observed among small business groups provide implications for small merchants."

"Brand Message" complements the limitations of existing text advertising and creates benefits for consumers, Kim said.

Sungjun Kim (김성준), a policy agenda director at Kakao, said the study confirmed that "Brand Message" improves partners' marketing performance and provides a messaging experience. "We will continue our business in the business messaging market while enhancing value for partners and users," he said.