KakaoTalk (Image: Kobiz Media)
SEOUL, Sept. 29 (Korea Bizwire) — Kakao Corp.’s biggest revamp of its flagship KakaoTalk messenger in 15 years has sparked a wave of criticism from users, rattling confidence in the app that dominates South Korea’s mobile communications.
The update, rolled out last week, is part of Kakao’s push to reposition KakaoTalk from a basic messenger into a broader social-media platform. The redesign transformed the Friends tab—once a simple alphabetical list of contacts—into a grid-style feed resembling Instagram, where friends’ photos and updates appear alongside equally prominent advertisements.
Users can now scroll through a timeline of profile changes and posts, further blurring the line between messaging and social networking.
For many, the changes strike at the core of KakaoTalk’s identity. The app, installed on nearly every smartphone in Korea, is used not only for chatting among friends but also for workplace communications. Users say the new layout exposes too much of their acquaintances’ personal lives while inserting intrusive ads.
“The Friends tab is filled with updates from acquaintances and even business contacts,” said Lee Eun-hee, 46, who recently updated the app. “I was embarrassed to come across my colleague’s weekend schedule displayed right on the front page.”
Some users are actively resisting the overhaul. “I disabled automatic updates on KakaoTalk after several friends advised me to,” said Kim Ju-yeon, 43. “What people want from KakaoTalk is simply effective messaging functions.”
App-store data suggest widespread discontent. According to Seoul-based IT services firm pxd, 42% of 1,000 recent reviews were negative, with complaints centering on the new user interface, the Friends list, and the profile section.
The backlash has spilled into the market. Kakao shares fell 4.7% on the day of the announcement and slid another 6.2% by Friday, reflecting investor concerns that user dissatisfaction could dent engagement and advertising revenues.
The company has already moved to soften criticism. Over the weekend, Kakao said it added new safeguards to prevent teenagers from being exposed to inappropriate content on its short-form video tab, while a minor update was issued to tweak the interface. Industry officials say further changes to the grid-style Friends tab are under discussion.
“We are reviewing user responses and discussing possible changes,” a Kakao spokesperson said. “Updated plans for the Friends tab could be shared soon.”
Kevin Lee (kevinlee@koreabizwire.com)
