March 12, 2026 — Seoul, South Korea LINE Plus, the Korean subsidiary of LINE Corporation (now part of LY Corporation), launched ActEngine AI, a B2B AI agent infrastructure platform designed for messaging apps and super-apps like LINE. The platform enables businesses to deploy AI agents for customer service, handling inquiries and complaints, and for sales through targeted promotions based on user behavior, order history, and price sensitivity.
Marketing Tech News reported on March 13 that LINE’s AI agents point to messaging apps becoming sales channels, highlighting ActEngine’s role in transforming chats into seamless support and sales channels, particularly for Asian super-apps as commerce hubs.
Key Features and Capabilities
ActEngine goes beyond traditional chatbots, focusing on execution-oriented AI, according to Chosun Biz. Customer service agents debuted in January, with sales agents following in February. The platform consolidates LINE’s technology stack to drive business outcomes, as noted by FX News Group and SalesTechStar.
LINE’s AI agents point to messaging apps becoming sales channels, with features like “Outbound Action” for timed promotions targeting lapsed customers. This supports small and medium-sized businesses (SMBs), which represent 80% of partners on platforms using the technology.
Deployment at LINE MAN Wongnai
A key deployment is at LINE MAN Wongnai, Thailand’s food delivery and services app serving over 700,000 merchants. The customer service AI agent processes approximately 360,000 inquiries per year, reducing handling time by more than 60% and improving accuracy by 16% compared to human agents. Sales agents re-engage lapsed customers to boost revenue for small merchants.
Ecommerce News Asia emphasized the platform’s focus on merchant support workflows.
Media Coverage and Market Implications
The Korea Herald covered the launch on March 12, stating LINE Plus is entering the AI agent market with ActEngine to drive B2B sales growth. Maeil Business Newspaper and Telecompaper highlighted its potential for enterprise revenue through action-oriented AI.
LINE’s AI agents point to messaging apps becoming sales channels, positioning LINE’s initiative as part of a broader trend where messaging apps evolve into direct sales platforms via AI, especially for SMBs in Asia. This development underscores the shift toward integrated commerce in super-apps.