Rabbit LINE Pay

What Rabbit LINE Pay does

LINE Pay Taiwan Limited operates Rabbit LINE Pay, a mobile payment platform integrated within the LINE messaging app ecosystem. Founded in August 2015 and headquartered in Taipei, the company serves over 12 million consumer users and 500,000+ merchants in Taiwan, equivalent to approximately 50% of the population. The platform supports QR code payments (fixed QR, customer-input QR, My Code scan), NFC transactions via the LINE Pay mini portable terminal (Bluetooth 4.2/Wi-Fi/4G LTE/NFC, ~30-hour battery), peer-to-peer transfers between LINE friends without bank account numbers, bill payments, public transit payments (BTS Skytrain in Thailand, bus/metro in Taiwan), and integration with e-commerce platforms. The company maintains PCI DSS and ISO/IEC 27001 certifications and operates APIs in v3/v4 (online) and v2/v2.4/v4 (offline) with sandbox and SDK support.

LINE Pay generates revenue primarily through a 3% transaction fee on merchant payments (both online and offline), LINE POINTS program management as the official Taiwan issuer since January 2021, and subscription rental fees for LINE Pay mini hardware (NT$150-300/month or NT$1,800-3,600/year). Distribution is multi-channel: native integration within LINE messaging app for consumer self-service, direct sales and POS integration for enterprise merchants (Shinkong Mitsukoshi, Far Eastern SOGO, Carrefour, Starbucks, Four Major Convenience Stores), e-commerce platform partnerships (SHOPLINE, QDM, WACA), and co-branded credit card programs with CTBC Bank, Taipei Fubon Bank, Union Bank of Taiwan, and Bank SinoPac. The company achieved first-year profitability in December 2021, accumulated losses turned positive in June 2023, listed on the Emerging Stock Board in January 2024 and the TWSE main board in December 2024, and is a subsidiary of LY Corporation.

Name

Rabbit LINE Pay

Legal name

LINE Pay Taiwan Limited

Website

https://pay.line.me

Company type

Public

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Mobile Payment Services

akta.pro primary industry

QR Code Payments Wallets (FSAMAEAC)

akta.pro secondary industries

Merchant Payment Gateways (API/Hosted Checkout) (FSAMACAA), Bill Pay, Invoicing & Payables Platforms (BPAMAFAF)

Keywords

• Mobile payment services
• Digital wallet platform
• Electronic payment services
• QR code payments
• Peer-to-peer transfers

Headquarters

HQ city

Pathum Wan

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Transaction Fees (Take Rate): LINE Pay charges merchants a transaction fee of 3% (excluding tax) for payments processed through its platform. This applies to both online shopping and physical store transactions. Settlement periods vary: physical stores settle after 2 business days, online shopping settles after 2-3 business days.
2. LINE POINTS Program Management: Since becoming the official issuer of LINE POINTS in Taiwan in January 2021, LINE Pay earns revenue from managing the points ecosystem, including merchant participation fees and partnership arrangements with co-branded card issuers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

LINE Pay operates a mobile payment platform embedded in the LINE messaging app that lets consumers pay at QR and NFC points of sale, send and split money with LINE friends, pay bills, and earn LINE POINTS (1 POINT = NT$1). Merchants accept payments via fixed or dynamic QR codes, the LINE Pay mini portable terminal, POS APIs/SDKs, or website/app checkout. The platform is complemented by LINE Pay Money (electronic payment service), merchant management apps, a marketing platform, and cross-border acceptance partnerships.

Product overview

Rabbit LINE Pay (operated by LINE Pay Taiwan Limited and LINE Pay EPI Taiwan Limited) is a comprehensive mobile payment ecosystem consisting of the core LINE Pay mobile payment service, LINE Pay Money electronic payment service, and multiple supporting applications and features. The platform offers QR code-based offline payments, online payment integration, money transfers between LINE friends, LINE POINTS loyalty rewards, merchant-facing tools including LINE Pay mini hardware terminals, the Good Partner merchant management apps, and the Marketing Platform for promotional campaigns. The LINE Pay Good Partner App enables merchants to manage transactions and stores, while the Treasure Map feature helps users discover merchants. Cross-border payment services support international transactions, and integration with e-commerce platforms like SHOPLINE, QDM, and WACA extends the platform's merchant reach.

Differentiator

Problem solved

Functional benefit

Brands

• LINE POINTS: LINE's loyalty points system where 1 LINE POINTS equals NT$1, used for rewards and cashback
• LINE Pay mini
• LINE Pay Money
• Good Partner App
• 好康地圖 (Treasure Map)

Products and services

• LINE Pay Core mobile payment service for consumers enabling online and offline payments, LINE friend transfers, bill payment, transit QR payments, and rewards via LINE POINTS. Designed for individual LINE messaging app users in Taiwan and Thailand.
• LINE Pay Money Electronic payment service providing stored balance consumption, credit card transaction processing, and enhanced merchant reconciliation. Licensed and operated through LINE Pay EPI Taiwan Limited as a regulated electronic payment institution in Taiwan.
• LINE Pay mini Portable integrated mobile payment collection terminal for merchants. Supports Bluetooth 4.2, Wi-Fi, 4G LTE, and NFC connectivity, with a 2.4-inch TFT-LCD display and up to 30-hour battery life. Available on monthly or annual rental plans.
• LINE POINTS Rewards and loyalty points program where 1 LINE POINT equals NT$1, earned through payments, transfers, and promotional campaigns, and redeemable across merchants and partner banks with no spending limit.
• LINE Pay Good Partner App (LINE Pay 好夥伴) Free merchant-dedicated mobile application providing transaction management, store/branch management, visual reports, transaction queries, and admin settings for LINE Pay-accepting merchants.
• LINE Pay Money Good Partner App Free merchant-dedicated application for the LINE Pay Money electronic payment service, providing transaction management, store/branch management, visual reports, transaction queries, and admin settings.
• LINE Pay Marketing Platform (LINE Pay 好行銷) Self-serve marketing platform where LINE Pay merchants can purchase LINE POINTS or coupon marketing plans, manage campaigns and budgets, and view activity effectiveness.
• LINE Pay Financial Platform Financial services platform extending LINE Pay beyond payment acceptance into broader financial offerings for consumers in Taiwan.

Quantifiable outcome

• 12 million+ users in Taiwan (50% population coverage)
• +3 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability1 record

Feature4 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Korea Tourism Organization / Busan Tourism OrganizationminorStrategic or Co-development Partner · 1 June 2025Entered MOU to become first Taiwan mobile payment provider to collaborate with Korean government-affiliated institutions for cross-border tourism services.
• Shilla Duty FreeminorStrategic or Co-development Partner · 1 July 2024Cross-border payment service launched with Shilla Duty Free in July 2024, enabling LINE Pay users to make payments at duty-free shops.
• Bank SinoPaccoreStrategic or Co-development Partner · 1 April 2024Collaborated to launch 'DAWAY Card' in April 2024, offering LINE POINT rewards.
• Shinhan CardminorStrategic or Co-development Partner · 1 November 2023Signed MOU for cross-border payment service with Shinhan Card in November 2023.
• Taipei Fubon BankcoreStrategic or Co-development Partner · 1 November 2018Taipei Fubon Bank invested over NT$4.7 billion in LINE Pay shares in November 2018 and collaborated to launch the 'Fubon J POINTS Card' offering LINE POINT rewards.
• Union Bank Of TaiwancoreStrategic or Co-development Partner · 1 November 2018Union Bank Of Taiwan invested over NT$4.7 billion in LINE Pay shares in November 2018 and collaborated to launch the 'UBOT Lai Dian Card' with LINE POINT rewards.
• CTBC BankcoreStrategic or Co-development Partner · 1 December 2016Collaborated to launch Taiwan's first LINE Pay co-branded card in December 2016, offering LINE POINT rewards to cardholders.
• SHOPLINEcoreChannel Partner/ Reseller/ DistributorE-commerce platform partner enabling merchants to easily integrate LINE Pay payments. SHOPLINE provides DIY online store services for Asian brand merchants.
• QDMminorChannel Partner/ Reseller/ DistributorE-commerce platform partner for LINE Pay payment integration. QDM provides brand shopping website solutions.
• WACAminorChannel Partner/ Reseller/ DistributorE-commerce platform partner with exclusive LINE Pay优惠, offering quick store setup in 2 minutes with 30-day free trial.

Scale indicators7 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• icash Pay: 7-Eleven Taiwan's e-payment arm combining stored-value and QR-code acceptance; benefits from the largest convenience-store footprint in Taiwan and directly competes with LINE Pay for in-store and convenience retail transactions.
• JKOS Pay (街口支付): Taiwan's largest direct e-wallet competitor to LINE Pay, offering QR-code payments, peer transfers, bill pay, and merchant POS solutions to consumers and SMBs across Taiwan on comparable 2-3% take-rate economics.
• Easypay / YouMe Pay (悠遊付): EasyCard corporation's e-wallet offering QR-code and stored-value payments with strong transit (Taipei Metro/bus) integration in Taiwan — directly overlapping LINE Pay's wallet and bill-pay surface area.
• Pi Pay (Pi拍錢包): PChome-affiliated Taiwan e-wallet offering QR-code payments, online checkout integration, and merchant financing — competing head-to-head with LINE Pay on the same Taiwan SMB merchant base.

Broad incumbents

• Samsung Pay (Taiwan): NFC-based mobile wallet from Samsung supporting in-store contactless payments in Taiwan — broader global incumbent with narrower Taiwan merchant coverage than LINE Pay.
• ShopeePay: Sea Group's region-wide e-wallet bundled with Shopee e-commerce — competes with LINE Pay/Rabbit LINE Pay on online checkout integration and SEA merchant payments.
• Apple Pay (Taiwan): Apple's NFC mobile wallet available in Taiwan through partner issuers; competes with LINE Pay for in-store contactless transactions but lacks LINE Pay's P2P, LINE POINTS, and bill-pay breadth.
• PayPay (Japan): Japan's largest QR-code mobile wallet (under LY/Z Holdings-affiliated ecosystem), the closest structural analog to LINE Pay Taiwan given its super-app integration, large merchant base, and points/rewards model.

Regional players

• TrueMoney (Thailand): Thailand's leading e-wallet offering QR-code payments, bill pay and agent cash-in/out — directly competes with Rabbit LINE Pay in the Thailand market where LINE Pay also operates.
• PromptPay (Thailand): Thailand's government-backed real-time account-to-account payment rail (Bank of Thailand) used for P2P and merchant QR payments — competes with Rabbit LINE Pay for Thai merchant share with near-zero consumer fees.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xlin.ee/ekh0mXc
• YouTubelin.ee/7GxbXe3/qlah/portaldirect
• Facebooklin.ee/4lHluG9/qlah/portaldirect
• Instagraminstagram.com/linepay_tw

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rabbit LINE Pay