Messaging app LINE announced on August 3 that it will discontinue its short-video and social feed feature, LINE VOOM, in Thailand at 11am on September 28, with all content on the platform permanently deleted once the service closes.
The company said the decision reflects changes in the internet landscape and a move to consolidate the resources used to operate its services. The shutdown will happen in phases, with some functions withdrawn starting August 31 ahead of the full closure on September 28. Alongside LINE VOOM itself, related features including Stories, the Follow/Followers system and Birthday Cards will also be discontinued.
LINE has more than 54 to 56 million active users in Thailand, making it one of the country's most widely used messaging and social platforms. LINE VOOM, its short-video offering, had at its peak reached 35 million monthly users and 3.9 billion monthly views.
However, many creators had come to use VOOM mainly as a place to repost videos originally made for TikTok or Instagram Reels; when view counts failed to grow, ad revenue and creator rewards stagnated too, prompting more creators to leave — a self-reinforcing cycle of declining engagement and creator attrition that never reversed before the shutdown was announced.
Some analysts read the closure as a sign that even a messaging app with a user base numbering in the tens of millions in Thailand doesn't automatically translate into durable competitiveness in short-form video — building a genuinely differentiated content ecosystem against dedicated platforms like TikTok remains a shared challenge for products like this.
LINE has urged users to download and back up any content they wish to keep before the deadline, to avoid losing it permanently; the company said LINE's other core services in Thailand, including messaging, payments and official account tools, are unaffected by the change and will continue operating as normal.