March 12, 2026 — Seoul, South Korea — LINE Plus, the Korean subsidiary of LINE Corporation, unveiled ActEngine AI, a B2B platform deploying action-oriented AI agents for enterprise customer service and sales within messaging apps, as detailed in LINE’s AI agents point to messaging apps becoming sales channels published by Marketing Tech News.
The platform enables businesses to automate workflows from inquiry response to issue resolution and proactive promotions using real-time user data like order history and price sensitivity. Deployed first at LINE MAN Wongnai in Thailand, the CS AI agent processes 360,000 merchant inquiries annually, reducing handling time by over 60% and boosting accuracy by 16% compared to human agents.
Platform Features
ActEngine AI introduces CS-specialized agents for support and complaints, and sales agents with “Outbound Action” for targeted promotions. These agents operate via a central dashboard, leveraging LINE’s data pipelines for large-scale deployment. Around 80% of LINE MAN Wongnai’s 700,000+ merchant partners are small operations with 1-2 staff, making automation key for handling communications.
LINE’s AI agents point to messaging apps becoming sales channels emphasizes how the platform turns chats into hubs for support, marketing, and sales, with human escalation for complex cases.
Deployment at LINE MAN Wongnai
LINE MAN Wongnai, a food delivery and services super-app formed in 2020 from LINE MAN and Wongnai, adopted the CS agent to manage merchant inquiries and the sales agent—launched February 26, 2026—for 24/7 personalized engagement. The sales agent analyzes order patterns and visit frequency to trigger discounts during slow periods or for inactive users.
Executive Statements
“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
“ActEngine AI consolidates LINE’s accumulated technological capabilities and expertise into an AI solution that drives tangible business growth. Building on the proven results from Thailand’s leading delivery platform, we plan to expand into various industries including finance and retail.”
—Hyunjun “Jayce” Shin, Head of B2B AI Business at LINE Plus
LINE’s AI agents point to messaging apps becoming sales channels notes this positions messaging apps as direct commerce channels in Asian super-apps.
Future Plans and Coverage
LINE Plus aims to evolve ActEngine into a global B2B solution with voice-based multimodal agents. The Korea Herald reported LINE Plus entering the AI agent race, highlighting execution beyond Q&A. LINE’s AI agents point to messaging apps becoming sales channels and LINE’s AI agents point to messaging apps becoming sales channels underscore the shift toward operational AI in messaging for small merchants, with potential revenue lifts from automated reorders.