Kakao carried out a sweeping overhaul of the mobile messenger KakaoTalk on 23rd. Reactions from users who have experienced the changes through the current update are mixed. The response is good to messenger features that became more convenient, such as separating unread chats. However, complaints are being raised that it has lost its identity regarding changes outside the messenger, including turning the friends list into a feed format. On the day Kakao announced the sweeping changes to KakaoTalk, the stock fell 4.67% from the previous day.
On 24th, posts titled "How to turn off the KakaoTalk auto-update 'disaster,'" "Why you should never update KakaoTalk," and "How to disable Kakao auto-update" are appearing online. To do this on a Samsung Galaxy, go to Google Play Store, search for KakaoTalk, tap the three dots in the upper right corner, and uncheck Use auto update. On an Apple iPhone, go to Settings, tap Apps, then enter the App Store and turn off automatic downloads under Cellular Data. Users said, "I won't do it until they force an update," and "It seems the messenger is slowly losing the functions of a messenger."
In particular, there is a lot of criticism about the main screen changing from an ordered friends list to an updated profile in a feed format like Instagram. The claim is that KakaoTalk is abandoning its identity as a "messenger" and copying other apps. Unlike Instagram, where people connect with private acquaintances, KakaoTalk is widely used for work, and some say it feels burdensome to see photos of people who are not close. An internet user said, "The friends list has changed, and it seems it will be inconvenient when searching for friends," adding, "I'll only check updates on Instagram." Another internet user said, "It'll end up with lots of kids' photos like the now-defunct KakaoStory."
Experts also pointed out that, unlike Instagram and Facebook, KakaoTalk users do not add only people they are truly interested in as friends. Jung Ho-yoon, an analyst at Korea Investment & Securities, said, "Instagram users explore feeds based on their interests, but most of the friends saved in KakaoTalk are relationships stored out of necessity rather than interest," adding, "We cannot yet be sure whether KakaoTalk users will take an interest and consume content and ads in those feeds like other social media (SNS)." He added, "User fatigue may increase as the daily lives of people they are less interested in continue to be exposed."
There are also views that the application of AI is disappointing. Kakao said the previous day that it will load OpenAI's ChatGPT into KakaoTalk next month, and that by using AI, the voice call service BoiceTalk can be recorded, summarized, and converted to text. It also introduced that by using the on-device (embedded) AI model "Kanana Nano," KakaoTalk will understand the context of conversations on its own and send messages proposing activities such as schedule management, reservations, purchases, and knowledge searches to users.
Lee Kyung-jun, a professor in the Department of Big Data Application and the Department of Advanced Technology Business at Kyunghee University, said, "This application of AI to KakaoTalk is closer to simply attaching external application programming interfaces (APIs), especially global technologies like OpenAI, rather than accumulating proprietary technology," adding, "There is a limitation in that Kakao's unique AI experience or technological differentiation is not visible."
Of course, there are positive reactions too. The message editing feature and the chatroom folder feature, which allow users to categorize chat groups into up to 10, are receiving favorable reviews. There is also feedback that it is convenient to view unread messages in the Unread folder within the Chats tab. An internet user said, "It's easier to organize message chats, and the burden of managing conversations has decreased."
A Kakao official said, "We will listen to users' feedback and continue to improve the features."