KakaoTalk, South Korea’s leading messaging app, is preparing its most significant redesign in 15 years, transforming the long-standing “Friends” tab into an Instagram-style feed. The current phonebook-style layout, which has listed contacts alphabetically since the app’s 2010 launch, will be replaced with a scrolling feed that displays posts and short-form videos shared by friends.
The change, set to roll out in September 2025 and unveiled at Kakao’s upcoming ‘IF Kakao 2025’ developer conference, is part of the company’s strategy to boost user engagement and expand advertising opportunities. While some executives see the redesign as a necessary move to improve profitability, others caution that the sudden shift may frustrate users who are accustomed to the traditional interface.
Kakao CEO Chung Shin-a confirmed during the second-quarter earnings call that the Friends tab, long a simple contact list, will transform into a space for sharing daily moments. A feed displaying posts, videos, and updates from friends will appear beneath the main contact list, giving users a new way to consume content within the app.
The redesign, which will be showcased at Kakao’s annual developer conference, If Kakao, next month, aims to make KakaoTalk function more like a social media platform. Kakao hopes the Instagram-style feed will encourage users to engage more frequently and spend longer periods in the app, reversing a decline in average usage from 822 minutes per month in May 2021 to 731 minutes in May 2024, according to Mobile Index.
In addition to boosting engagement, the update is expected to open new advertising opportunities. Ads can be integrated between posts in the feed, creating a potential revenue stream similar to Instagram’s model. This comes as part of Kakao’s broader strategy to improve monetization across its platform.
However, the redesign has raised concerns among users and industry observers. KakaoTalk’s early success was built on its simplicity—contacts synced to the phonebook and messaging that mirrored traditional texting. Experts warn that adding social feed elements could alienate users who value the app’s straightforward communication features.
Systemic challenges also complicate KakaoTalk’s transition to a social platform. Unlike Instagram, where users manage followers and can maintain multiple identities, KakaoTalk automatically links contacts based on phone numbers.
The app will also introduce a short-form video section, allowing users to view exclusive Kakao content and create or share videos in chat rooms. Additionally, AI-powered assistants will be integrated, supporting public services such as KTX and SRT ticket reservations, car inspections, and passport applications in collaboration with Kakao Mobility.
Despite the risks, Kakao emphasizes that user feedback will guide the rollout and refinement of the new interface. The company views this transformation as a necessary step to maintain relevance, increase engagement, and compete with major social media platforms, while gradually expanding KakaoTalk from a messenger to a content-driven social ecosystem.
