LINE OA broadcasts that don't get blocked: a 2026 guide

A LINE OA broadcast is a message your LINE Official Account sends to all of your friends, or to a segment of them, and it lands directly in their LINE chat list. It is the fastest owned channel most Thai businesses have, but every broadcast uses up your monthly message quota and every irrelevant one gives people a reason to block you. The rule of thumb for 2026: segment first, send less, and measure every send.

This guide covers how a LINE broadcast is counted, which message types to use, how to target, when to send, how to test, why people block, and a sample weekly plan.

What is a LINE OA broadcast?

A broadcast is a one-to-many message created in LINE Official Account Manager (web or app) under Broadcast. You can send it to all friends or to a filtered group, send it immediately or schedule it, and combine several message “bubbles” in one send.

It is different from:

• Chat: one-to-one replies typed by your team.
• Auto-response and greeting messages: automatic replies triggered by the customer.
• Step messages: a sequence sent automatically after someone becomes a friend.

That difference matters because only some of these use your quota.

How LINE broadcasts count against your message quota

LINE counts messages per recipient, not per bubble. According to LINE Developers, “the number of message objects in a request doesn’t affect the number of messages sent”, so one broadcast with three bubbles sent to 2,000 friends counts as 2,000 messages. Messages to users who have blocked you are not counted.

LINE Thailand’s help center lists what counts and what does not:

The current plans on LINE for Business Thailand’s broadcast page (prices exclude 7% VAT):

LINE cut the free quota from 500 to 300 messages in August 2024, and some older help pages still show the previous numbers. Check LINE’s current price list in LINE Official Account Manager before you budget.

Message types you can use in a broadcast

LINE Official Account Manager lets you mix several formats in one broadcast:

• Text: best for short, personal updates. Keep it to a few lines.
• Image: a single visual, such as a product photo or menu.
• Rich message: an image with tappable areas; one rich message can hold several links. Good for promotions with more than one destination.
• Rich video message: a video that plays automatically in the chat, in horizontal, vertical or square format. LINE notes it can only be created in the web version of the manager.
• Card-based message: swipeable cards, useful for product lists, branches or service menus.
• Coupon: a LINE coupon with a validity period and usage limits; works well as a reason to open the chat.
• Video: a regular video message for tutorials or behind-the-scenes clips.

A practical combination: one short text line that says why you are writing, then one visual (rich message or card-based message) with the action.

Targeting and segmentation

Sending to everyone is the main cause of wasted quota and blocks. LINE OA offers several ways to narrow the list:

• Demographic filters: estimated attributes such as gender, age, OS and region. Targeted broadcasts need a target reach of at least 100 friends.
• Audiences (web manager only): groups you build once and reuse, kept for 180 days. Types include:
  • Click retargeting: friends who clicked a link in a previous message.
  • Impression retargeting: friends who opened a previous message.
  • Chat tag audience: friends your team tagged in one-to-one chat (for example “asked about price” or “VIP”).
  • Friend path audience: friends who joined through a specific QR code, link or ad.
  • Web traffic audience: website visitors tracked with the LINE Tag.
  • User ID upload: a list you upload, for example from your CRM.

Retargeting by previous clicks is the simplest high-value segment: people who clicked “spa packages” last month are far more likely to care about the next spa offer than your whole list.

Timing and frequency

LINE does not publish an official best time or frequency, so treat these as starting points to test, not rules:

• Send when your customers are likely free to read: lunch breaks and evenings are common choices for consumer brands; B2B accounts often do better on weekday mornings.
• Start with one or two broadcasts a week and watch the block count after each send.
• Never send the same message to the same segment twice in a week.
• Schedule campaigns ahead so you do not send rushed messages.

A/B testing your broadcasts

LINE Official Account Manager has a built-in A/B test (web only, under advanced settings). You create message variants with different content, send each to a share of the audience, compare results, then send the winner to the rest. According to LINE Thailand’s help center, the A/B test needs a target reach of at least 5,000, and the follow-up send must happen within three days of the start of the test.

Test one thing at a time: the first line of text, the image, the offer, or the send time. Smaller accounts can test manually by alternating formats week by week and comparing insights.

Why people block LINE OAs, and how to reduce it

LINE does not publish block-reason statistics, but the common causes are easy to recognise from the customer’s side:

Track your block count after every broadcast. If one send causes a clear jump, that topic or segment needs a rethink.

Measuring results with LINE OA insights

LINE OA insights report, per broadcast:

• Opens: friends who entered the chat and saw the message.
• Clicks: friends who tapped a link in the message.
• Impressions: every time the message was displayed, including repeat views.

Data reflects the end of the previous day. Divide clicks by delivered messages for a simple click rate, and compare it against your own past broadcasts rather than industry averages. For sales, add UTM parameters to your links and install the LINE Tag on your website so you can see conversions, not just clicks. LINE Thailand also announced a “Return on Broadcast Spend” analysis for MyShop sellers in its 2026 business update, which ties broadcast cost to sales.

Sample weekly broadcast plan

An example for a retail or service business with about 3,000 active friends. Adjust the days to your own data.

This plan sends one message to everyone per week and keeps the other sends targeted, which keeps quota use and blocks down.

If you want help building segments, rich menus and automation around your broadcasts, see our LINE OA marketing and automation service.