Brand Message
Kakao Brand Message uses free-form message types. Each message type defines how content is structured and which validation rules apply.
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 | N/A | N/A | N/A | N/A | N/A |
| Item list | Header: 20 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 | 1 |
| 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 |
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 |
| Wide list (first image) | 500px | 2:1 | 500px | .jpg, .png | 5 MB |
| Wide list (images 2-3) | 500px | 1:1 | 500px | .jpg, .png | 5 MB |
| Item list (first) | 800px x 400px | 2:1 | N/A | .jpg, .png | 5 MB |
| Item list (2-4) | 800px x 800px | 1:1 | N/A | .jpg, .png | 5 MB |
| Carousel | 800px x 600px or 800px x 400px | 2:1 to 3:4 | 500px | .jpg, .png | 5 MB |
| Commerce | 800px x 600px or 800px x 400px | 2:1 to 3:4 | N/A | .jpg, .png | 5 MB |
| Carousel commerce | 800px x 600px or 800px x 400px | 2:1 to 3:4 | N/A | .jpg, .png | 5 MB |
| Premium video | N/A (KakaoTV hosted) | 2:1 or 9:16 | N/A | V1, 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. 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 | Recommended aspect ratio between 2:1 and 3:4 (vertical). 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. 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. 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 messages support a maximum of 3 images with different rules per position.
| Image type | Position | Size | Aspect ratio | File format | Max file size |
|---|---|---|---|---|---|
| Wide image | First image only | 500px | 2:1 | .jpg, .png | 5 MB |
| Square images | Images 2-3 | 500px | 1:1 | .jpg, .png | 5 MB |
Item list
Item list 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. 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. Maximum 1 line break. |
| List 2–4 – Image and text | At least 3 images, maximum 4 total (including the first list 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. 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
Carousel messages present multiple cards that users can swipe through.
| Category | Details |
|---|---|
| Image | Recommended size 800px x 600px or 800px x 400px. Minimum width 500px. Recommended aspect ratio between 2:1 and 3:4. File format: .jpg, .png, maximum 5 MB. |
| Header | Text only, single block. Maximum 20 characters including spaces. Line breaks are not allowed. |
| Content | Text only, single block. Maximum 180 characters including spaces. 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 |
Premium video
Premium video messages include video content hosted on KakaoTV.
| Category | Details |
|---|---|
| Video | Only videos uploaded to KakaoTV can be used through video link. Recommended horizontal-to-vertical ratios: 2:1 or 9:16. Recommended format: V1, FLV, MP4, maximum 1 GB. |
| Header | Text only, single block. Maximum 20 characters including spaces. Line breaks are not allowed. |
| Content | Text only, single block. Maximum 76 characters including spaces. Maximum 5 line breaks. |
| Button | Maximum 1 button. Button label supports a maximum of 8 characters including spaces. |
| Coupon | Maximum 1 |
Commerce
Commerce messages display product information, including pricing.
| Category | Details |
|---|---|
| Image | Recommended size 800px x 600px or 800px x 400px. 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. Line breaks are not allowed. |
| Price info | Enter as regular price, or regular price + discount rate, or discounted price + discount rate. Only numbers and "." 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 commerce setting |
Carousel commerce
Carousel commerce messages combine carousel layout with commerce content.
| Category | Details |
|---|---|
| Image (common) | Recommended size 800px x 600px or 800px x 400px. Recommended aspect ratio between 2:1 and 3:4. File format: .jpg, .png, maximum 5 MB. All carousel images must use the same aspect ratio. |
| Intro – Header | EN/KR applied equally. Maximum 20 characters including spaces. Line breaks are not allowed. |
| Intro – Content | EN/KR applied equally. Maximum 50 characters including spaces. Maximum 2 line breaks. |
| Carousel – Product name | EN/KR applied equally. Maximum 30 characters including spaces. Emojis are not allowed. |
| Carousel – Price info | Enter as regular price, or regular price + discount rate, or discounted price + discount rate. Only numbers are allowed. |
| Carousel – Additional info | EN/KR applied equally. Maximum 34 characters including spaces. Maximum 1 line break. |
| Carousel – Buttons | For each carousel card, minimum 1 and maximum 2 buttons arranged horizontally. Each button label supports a maximum of 8 characters including spaces. |
| Carousel – Coupon emphasis button | Maximum 1 per carousel setting |