It has been confirmed that Kakao plans to register its 'Kakao Membership' product at 4,900 won per month, potentially launching it in a pilot operation format by the end of this year. This matches the price of Naver Plus Membership. The two platforms are expected to intensify their competition to secure loyal customers by bundling shopping rewards with content and lifestyle service benefits. However, Kakao maintains that the final pricing and benefits remain undecided.
Analysis of recent app (application) and web source code from KakaoTalk by Money Today revealed a subscription product named 'Kakao Membership' registered at 4,900 won per month. The product description includes the phrase "Points are basic; choose the benefits you need."
The product is set up for monthly payments, with sales information indicating that 4,900 won represents the "lowest price." It is presumed to be structured so that subscription fees vary depending on the benefits selected by users. Code for processing changes to subscription products was also identified within the KakaoTalk app.
Kakao appears poised to connect shopping, transportation, music, and content through its core platform, KakaoTalk. The Kakao ecosystem includes paid services such as KakaoT, Melon, Kakao Webtoon, and Kakao Page. Proposed models involve earning points when using shopping services and receiving discounts on selected services. Meanwhile, affiliate company Kakao Mobility's 'Kakao T Members' starts at 4,900 won per month.
A Kakao representative stated, "We are building a membership service concept that offers bundled discounts or additional benefits for users of Kakao’s paid services, providing plus-alpha value," adding, "(The amount) will vary depending on the benefits and remains undecided."
The key question is whether bundling existing paid services alone can differentiate Kakao from Naver. Linkages with external services also remain a point of interest. Kakao is collaborating with OpenAI and is preparing a service with Coupang Eats that connects food recommendations, ordering, and payment directly through the KakaoTalk chat window. However, it remains unconfirmed whether these services will be included in the membership.
Naver has already secured subscribers by adding content, delivery, and lifestyle benefits to its shopping rewards program. Naver Plus Membership offers up to 5% cashback on monthly spending of up to 200,000 won for eligible shopping, reservation, and travel purchases, followed by 2% cashback on spending up to 3 million won. It also provides free shipping and return benefits for N-Delivery products when purchases exceed 10,000 won.
For content, subscribers can choose one of the following monthly: Netflix Ad-Supported Standard, Spotify Premium Basic, Xbox PC Game Pass, or one of 49 Naver Webtoon/Comic Cookies. Additionally, Naver MYBOX 80GB and 10 Webtoon/Comic Cookies are provided as bonuses.
In the lifestyle category, benefits include Yogiyo Pass X free delivery fees and packaging discounts, CU in-store payment discounts and points, and Lotte Cinema discount vouchers. The benefit scope has also been expanded through SSGA Naver Map reservation discounts and GS Caltex fuel point rewards. This strategy aims to encourage use of its own services while increasing reasons for subscription retention through external partnerships.
Toss also operates a paid membership called 'Toss Prime.' It provides cashback on payments at Toss Pay online merchant locations, additional shopping points within Toss, and partner discount coupons. For domestic stock trading fees via Toss Securities, 100% cashback is offered on transaction amounts up to 100 million won.
An IT industry insider remarked, "The results will depend on what benefits Kakao ultimately offers," adding, "As a latecomer, it appears necessary to provide benefits that deliver high perceived value to customers."
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