KakaoTalk, South Korea’s dominant messaging app, is set for its most significant user interface (UI) transformation since launching in 2010. Beginning in September 2025, the app’s signature “Friends” tab—currently displayed in a phonebook-style list sorted alphabetically—will be redesigned into an Instagram-style feed.
Kakao CEO Shin Seong-shin confirmed during a recent Q2 earnings call that the company is shifting the first tab of the app from a simple contact list to a space for sharing daily moments. “The Friends tab will become a place to share everyday life,” she stated, adding that a feed showing content shared by friends will now appear below the main contact list.
According to a Kakao spokesperson, this overhaul is designed to make KakaoTalk function more like a social media platform, boosting user interaction and increasing time spent in-app. Details of the update will be revealed at Kakao’s annual developer conference, If Kakao, next month.
Industry data shows that KakaoTalk users are spending less time on the app. According to Mobile Index, average monthly usage dropped from 822 minutes in May 2021 to 731 minutes in May 2024. By mimicking Instagram’s content feed, Kakao hopes to recapture user engagement.
The update is also expected to enable new advertising models. Just like Instagram, ads could be inserted between user-generated posts, offering Kakao a fresh revenue stream amid increasing pressure to improve profitability. While the redesign may benefit engagement metrics, it has already sparked concerns among users and insiders alike.
Experts argue that KakaoTalk’s original success was built on familiarity. Its contact list UI mirrored traditional phonebooks, and messaging felt intuitive—like texting. One internet industry insider commented, “Even people unfamiliar with Instagram use KakaoTalk. A sudden shift to an Instagram-like interface may alienate users. After all, the app’s main function is chatting, not content sharing.” Notably, Kakao’s previous attempt at a story-style feature called “Pung,” introduced in 2023 to mimic Instagram Stories, failed to gain traction.
Critics also highlight systemic limitations in using KakaoTalk as a social media platform. Unlike Instagram, where users control who follows them, KakaoTalk automatically adds contacts based on saved phone numbers—potentially including colleagues or business contacts, making users hesitant to share personal updates freely.
Moreover, users cannot manage multiple identities or segment content for different audiences, a flexibility widely available on other platforms.
Despite the concerns, Kakao says it will monitor user feedback and adjust the service accordingly post-launch. The company is betting that this bold move—turning a messaging app into a content-driven platform—will not only extend user engagement but also reshape KakaoTalk’s position in an increasingly competitive digital landscape.
Sources: nate
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