March 12, 2026 — Tokyo — LINE Plus Corporation unveiled ActEngine AI, a B2B platform featuring AI agents for customer service and sales, positioning messaging apps as direct sales channels in Asia. The system is deployed in Thailand’s LINE MAN Wongnai platform, which connects over 700,000 merchants, where the customer service agent handles approximately 360,000 inquiries annually, reducing handling time by more than 60% and improving accuracy by 16% compared to human agents.
LINE Plus, a subsidiary behind the LINE messaging app, introduced the action-oriented platform to automate support workflows and personalized promotions. As detailed in LINE’s AI agents point to messaging apps becoming sales channels, the customer service agents manage chats, complaints, and escalations via a dashboard, while sales agents analyze user data like order history and price sensitivity for targeted “Outbound Action” promotions.
Deployment in LINE MAN Wongnai
The platform launched its customer service AI agent in January 2026 on LINE MAN Wongnai, Thailand’s largest on-demand delivery service formed in 2020 from a merger of LINE MAN and Wongnai. About 80% of its restaurant partners are small businesses run by one or two people. The sales AI agent followed on February 26, 2026.
“LINE MAN Wongnai has continuously strengthened its platform competitiveness through technology investments. ActEngine AI will serve as a catalyst for advancing both CS and sales operations for our merchant partners through AI and data-driven.” — Yod Chinsupakul, CEO of LINE MAN Wongnai
LINE’s AI agents point to messaging apps becoming sales channels highlight how this aids small merchants by automating routine communications without manual effort.
Features and Performance
ActEngine AI refines enterprise data for large language models, enabling high-performance agents without complex setup. Customer service agents execute processes from response to resolution, learning from outcomes. Sales agents provide 24/7 outreach, optimizing timing and audience for promotions.
“ActEngine AI consolidates LINE’s accumulated technological capabilities and expertise into an AI solution that drives tangible business growth… we plan to expand into various industries including finance and retail.” — Hyunjun “Jayce” Shin, Head of B2B AI Business at LINE Plus
Coverage in The Investor notes Line Plus entering the AI agent race with these capabilities.
Broader Implications
LINE’s AI agents point to messaging apps becoming sales channels emphasize super-apps like LINE evolving into operational hubs for support, marketing, and transactions. This shift extends automation to small merchants, blending AI with human interactions in real-time chats. Future plans include voice-based agents and global expansion.
Complete AI Training reports goals like containing 40-70% of routine tickets and lifting reorders by 5-15%. No major global coverage beyond niche tech sites as of March 15, 2026. For related AI trends, see SEO Spyglass sitemap.