March 14, 2026 — Seoul, South Korea — LINE Plus Corporation, a subsidiary of LINE, launched ActEngine AI on March 12, 2026, a B2B AI agent platform designed to automate customer service and sales processes directly within messaging apps, particularly targeting small merchants in Asia.
The platform enables businesses to deploy AI agents for handling inquiries, resolving complaints, and sending personalized outbound promotions based on user data such as purchase history and inactivity periods. According to Marketing Tech News, LINE’s AI agents point to messaging apps becoming sales channels, allowing smaller merchants without dedicated marketing teams to engage customers seamlessly.
Initial Deployment in Thailand
ActEngine AI’s first major rollout occurred in Thailand’s LINE MAN Wongnai app, which connects over 700,000 merchants—80% small businesses with one or two staff—to consumers for food delivery and services. The AI customer service agent processes approximately 360,000 merchant inquiries annually, reducing response times by more than 60% and boosting accuracy by 16% compared to human agents.
Sales agents utilize an “Outbound Action” feature to schedule targeted promotions during optimal times, such as off-peak hours or for inactive users, driving revenue growth.
Key Features and Capabilities
Customer service agents manage full support journeys through dashboard-controlled chats, escalating complex issues to humans while learning from interactions. Sales agents analyze behavioral signals like order frequency and price sensitivity to craft personalized offers.
“ActEngine AI consolidates LINE’s accumulated technological capabilities and expertise into an AI solution that drives tangible business growth,” said Hyunjun “Jayce” Shin, Head of B2B AI Business at LINE Plus. “Building on the proven results from Thailand’s leading delivery platform, we plan to expand into various industries including finance and retail.”
The platform leverages LINE’s data pipelines for secure, efficient AI deployment, marking a shift from basic chatbots to action-oriented agents.
Broader Implications
LINE’s AI agents point to messaging apps becoming sales channels, as noted in coverage from IT Brief Asia and Marketing Tech News. This evolution enables super-apps like LINE to integrate messaging, payments, and commerce, empowering small businesses with 24/7 automation.
“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,” stated Yod Chinsupakul, CEO of LINE MAN Wongnai.
Early social media buzz includes posts from @Optimisable highlighting automation in LINE’s ecosystem and @techday_asia sharing the Thailand success.
LINE Plus aims to expand ActEngine AI globally, including voice-based agents, positioning messaging apps as comprehensive sales platforms. LINE’s AI agents point to messaging apps becoming sales channels in emerging markets, per The Korea Herald.