In the year ending January 2017, LINE Platform’s global users grew 2.8 times. Total transaction volume grew five times as fast, rising 13.8 times year-on-year.
Introduced on Dec. 16, 2014, LINE Pay is a mobile payment and money transfer service which enables uses to send money over LINE and pay for transactions on participating services at affiliated stores.
In March 2016 LINE began issuing LINE Pay Cards in Japan which provide two per cent purchase rebates distributed via LINE Points. Its success was aided by a New Year’s campaign which allowed users to send virtual messages coming with the chance to win “lucky money” in LINE Pay credit. Lawson convenience stores recently added a new code payment service across Japan, another factor in LINE’s growth. Users can complete purchases by showing a smartphone code at the till.
LINE is also making strides in Taiwan, Thailand and Indonesia, the company said. Introduced in Taiwan in August 2015, LINE Pay has partnered with more than 400 online and offline shops and joined with CTBC Bank to issue the CTBC Line Pay Infinite Card last December.
In Thailand the device is known as Rabbit LINE Pay in recognition of LINE’s partnership with BSS Holdings, provides of Rabbit smart cards which are used for mass transit systems and offline e-payment. Utility bills can now be paid with Rabbit LINE Pay.
Indonesia’s Bank Mandiri launched LINE Pay e-cash in November 2016.