Brand Message
Kakao Brand Message is a marketing tool that uses the Brand Message API to send personalized advertising messages to KakaoTalk channel friends and users who have consented to receive advertising (KakaoTalk ad consent). It enables effective delivery of customized messages to segmented audiences for events, promotions, and campaigns.
For API implementation details, including request schemas, button types, coupon objects, and targeting options, see Send a brand message. For template management, see Get Brand Message templates.
To learn how to send Brand Messages through the Infobip platform, see Send a message with KakaoTalk. For API integration guides, see KakaoTalk over API.
Overview
The following table summarizes the content, button, and coupon limits for each Brand Message type.
| Message type | Text limit | Max buttons | Button label limit | Arrangement | Coupon |
|---|---|---|---|---|---|
| Text | 1,300 chars/99 line breaks | 5 | 14 chars | Vertical | 1 |
| Image | 1,300 chars/99 line breaks | 5 | 14 chars | Vertical | 1 |
| Wide image | 76 chars/5 line breaks | 2 | 8 chars | Horizontal | 1 |
| Wide list | Header: 20/List 1: 25/List 2-5: 30 chars | 2 | 8 chars | Horizontal | 1 |
| Carousel | Header: 20/Content: 180 chars | 1-2 per card | 8 chars | Horizontal | 1 per carousel |
| Premium video | Header: 20/Content: 76 chars | 1 | 8 chars | N/A | N/A |
| Commerce | Product name: 30 chars | 2 | 8 chars | Horizontal | 1 per commerce |
| Carousel commerce | Header: 20/Product: 30 chars | 1-2 per card | 8 chars | Horizontal | 1 per carousel |
Commerce and Carousel commerce use a coupon emphasis button, which is a visually prominent coupon placement. All other message types use a standard coupon button. For coupon type values and schema details, see the Send a brand message API reference.
Image specifications
The following table summarizes image requirements for message types that support images.
| Message type | Recommended size | Aspect ratio | Min width | Format | Max size |
|---|---|---|---|---|---|
| Image | 800px x 400px | 2:1 to 3:4 | 500px | .jpg, .png | 5 MB |
| Wide image | 800px x 600px | 2:1 to 1:1 | 500px | .jpg, .png | 5 MB |
| Carousel | 800px x 600px or 600px x 800px | 2:1 to 3:4 | 500px | .jpg, .png | 5 MB |
| Commerce | 800px x 600px or 600px x 800px | 2:1 to 3:4 | N/A | .jpg, .png | 5 MB |
| Carousel commerce | 800px x 600px or 600px x 800px | 2:1 to 3:4 | N/A | .jpg, .png | 5 MB |
| Premium video | N/A (Kakao-hosted) | 2:1 to 9:16 | N/A | AVI, FLV, MP4 | 1 GB |
Text
Text messages consist of a single text block and may include buttons and a coupon.
| Category | Details |
|---|---|
| Content | Text only, single block. Maximum 1,300 characters including spaces, regardless of language (EN/KR). Maximum 99 line breaks. |
| Buttons | Maximum 5 buttons arranged vertically. Each button label supports a maximum of 14 characters including spaces. When a coupon-emphasis button is included, the maximum number of link buttons is 4. |
| Coupon button | Maximum 1 |
Image
Image messages include an image and a text block.
| Category | Details |
|---|---|
| Image | Required aspect ratio: 3:4 (portrait) to 2:1 (landscape). Recommended size 800px x 400px. Minimum width 500px. File format: .jpg, .png. Maximum file size: 5 MB. |
| Content | Text only, single block. Maximum 1,300 characters including spaces, regardless of language (EN/KR). Maximum 99 line breaks. |
| Buttons | Maximum 5 buttons arranged vertically. Each button label supports a maximum of 14 characters including spaces. When a coupon-emphasis button is included, the maximum number of link buttons is 4. |
| Coupon button | Maximum 1 |
Wide image
Wide image messages include a wide-format image and short text.
| Category | Details |
|---|---|
| Image | Horizontal-to-vertical ratio 2:1 to 1:1. Recommended size 800px x 600px. Minimum width 500px. File format: .jpg, .png. Maximum file size: 5 MB. |
| Content | Text only, single block. Maximum 76 characters including spaces, regardless of language (EN/KR). Maximum 5 line breaks. |
| Buttons | Maximum 2 buttons arranged horizontally. Each button label supports a maximum of 8 characters including spaces. |
| Coupon button | Maximum 1 |
Wide list
Wide list (API type: ITEM_LIST_FREE_FORM) messages display multiple items with images and text in a structured list format.
| Category | Details |
|---|---|
| Header | Text only, single block. Maximum 20 characters including spaces, regardless of language (EN/KR). Line breaks are not allowed. |
| List 1 - Image and text | Recommended image size 800px x 400px with a 2:1 ratio. File format: .jpg, .png, maximum 5 MB. Text only, single block. Maximum 25 characters including spaces, regardless of language (EN/KR). Maximum 1 line break. |
| List 2-5 - Image and text | At least 3 images, maximum 5 total (including the List 1 item). Recommended image ratio 1:1 (square), recommended size 800px x 800px. File format: .jpg, .png, maximum 5 MB. Text only, single block. Maximum 30 characters including spaces, regardless of language (EN/KR). Maximum 1 line break. |
| Buttons | Maximum 2 buttons arranged horizontally. Each button label supports a maximum of 8 characters including spaces. |
| Coupon button | Maximum 1 |
Carousel feed
Carousel messages present multiple cards that users can swipe through.
| Category | Details |
|---|---|
| Image | Recommended size 800px x 600px or 600px x 800px. Minimum width 500px. Required aspect ratio: 3:4 (portrait) to 2:1 (landscape). File format: .jpg, .png, maximum 5 MB. |
| Header | Text only, single block. Maximum 20 characters including spaces, regardless of language (EN/KR). Line breaks are not allowed. |
| Content | Text only, single block. Maximum 180 characters including spaces, regardless of language (EN/KR). Maximum 10 line breaks. |
| Buttons | For each carousel card, minimum 1 and maximum 2 buttons arranged horizontally. Each button label supports a maximum of 8 characters including spaces. |
| Coupon button | Maximum 1 per carousel setting |
A minimum of 2 and a maximum of 6 carousel cards can be attached.
Premium video
Premium video messages include video content uploaded to Kakao.
| Category | Details |
|---|---|
| Video | Only videos uploaded to Kakao can be used through video link. Recommended horizontal-to-vertical ratios: 2:1 to 9:16. Recommended format: AVI, FLV, MP4, maximum 1 GB. |
| Header | Text only, single block. Maximum 20 characters including spaces, regardless of language (EN/KR). Line breaks are not allowed. |
| Content | Text only, single block. Maximum 76 characters including spaces, regardless of language (EN/KR). Maximum 5 line breaks. |
| Button | Maximum 1 button. Button label supports a maximum of 8 characters including spaces. |
Commerce
Commerce messages display product information, including pricing.
| Category | Details |
|---|---|
| Image | Recommended size 800px x 600px or 600px x 800px. Recommended aspect ratio between 2:1 and 3:4. File format: .jpg, .png, maximum 5 MB. |
| Product name | Text only, single block. Maximum 30 characters including spaces, regardless of language (EN/KR). Line breaks are not allowed. |
| Price info | Enter as regular price, or regular price + discount price + discount rate, or flat discount price. Only numbers are allowed. |
| Additional info | EN/KR applied equally. Maximum 34 characters including spaces. Maximum 1 line break. |
| Buttons | Maximum 2 buttons arranged horizontally. Each button label supports a maximum of 8 characters including spaces. |
| Coupon emphasis button | Maximum 1 per carousel |
Carousel commerce
Carousel commerce messages combine carousel layout with commerce content.
| Category | Details |
|---|---|
| Image (common) | Recommended size 800px x 600px or 600px x 800px. Required aspect ratio: 3:4 (portrait) to 2:1 (landscape). File format: .jpg, .png, maximum 5 MB. All carousel images must use the same aspect ratio. |
| Header | EN/KR applied equally. Maximum 20 characters including spaces. Line breaks are not allowed. |
| Content | EN/KR applied equally. Maximum 50 characters including spaces. Maximum 2 line breaks. |
| Product name | EN/KR applied equally. Maximum 30 characters including spaces. Emojis are not allowed. Line breaks are not allowed. |
| Price info | Enter as regular price, or regular price + discount price + discount rate, or flat discount price. Only numbers are allowed. |
| Additional info | EN/KR applied equally. Maximum 34 characters including spaces. Maximum 1 line break. |
| Buttons | For each carousel card, minimum 1 and maximum 2 buttons arranged horizontally. Each button label supports a maximum of 8 characters including spaces. |
| Coupon emphasis button | Maximum 1 per carousel setting |
When intro is included: minimum 1, maximum 6 carousel cards. When intro is not included: minimum 2, maximum 6 carousel cards.
Related API references
For implementation details not covered on this page, see the following API references:
- Send a brand message - Request schema, button types (
APP_LINK,URL,BOT_KEYWORD,MESSAGE_DELIVERY,BUSINESS_FORM,ADD_CHANNEL), coupon objects, targeting options (ALL_CONSENT,NON_FRIENDS,TARGETED_FRIENDS), SMS failover, and delivery time windows - Get Brand Message templates - Retrieve registered Brand Message templates
- Create Brand Message template - Create variable-type templates (
TEXT_VARIABLE,IMAGE_VARIABLE,IMAGE_WIDE_VARIABLE,ITEM_LIST_VARIABLE) - Get brand message delivery reports - Retrieve delivery status reports
- Get message logs - Retrieve outbound message logs