Brian Jeffrey
Zalo boasts nearly 80 million active users each month, offering remarkable opportunities for innovation within the Vietnamese business sector via its growing satellite application ecosystem.
More than ten years ago, Vietnam’s over-the-top (OTT) application market was termed a “fierce battleground,” with both international and local competitors vying for dominance. Well-known global platforms like Line, Kakao Talk, Viber, and WeChat went head-to-head with local apps such as Zalo, Btalk, Halo, Mocha, and VietTalk.
This OTT conflict was noted for its intensity, where the first app to deplete its financial resources would have no choice but to step back from the competition. Primetime advertising slots on VTV were filled with commercials from Line, Kakao Talk, and Zalo, featuring celebrities like Minh Hang, Midu, and the K-pop group Big Bang.
After this intense rivalry, Zalo emerged as the clear winner, outpacing its foreign competitors. Today, it remains the leading communication app in Vietnam, with nearly 78 million active users.
As per the latest findings from Decision Lab, Zalo tops user adoption metrics, with 85% of Vietnamese citizens utilizing the app actively. Impressively, around 20% of Zalo users interact with its AI-driven features each month.
Le Hong Minh, Chairman of VNG, reaffirmed that Zalo leads the messaging platform landscape in Vietnam, significantly ahead of Facebook, Viber, and Telegram. Additionally, Zalo champions the AI landscape in the country with its robust language model KiLM and voice assistant Kiki. With close to 80 million users monthly, Zalo is paving the way for digital transformation via its Mini App ecosystem and Notification Services.
In a time when digital transformation fuels national economic progress, Zalo has adeptly met pressing business requirements with tools such as Zalo Official Account (OA) and Zalo Mini App. These solutions enhance business efficiency and facilitate strong customer outreach. By the end of 2024, Zalo anticipates more than 13 million monthly users engaging with Mini Apps, with a total of 3,465 Mini Apps currently active.
Zalo OA acts as a digital connection point for businesses, users, and government bodies, allowing companies to create verified accounts for direct communication, customer support, and targeted marketing strategies—thereby enhancing customer loyalty and interaction.
Zalo has also significantly contributed to Vietnam’s public sector’s digital transformation efforts.
By the close of 2024, Zalo had accumulated over 17,273 Official Accounts linked to government entities and public service providers—including sectors like healthcare and education—serving upwards of 40 million followers across all 63 provinces. These accounts assist citizens in accessing information, managing administrative tasks, and connecting with governmental bodies.
The Center for Grassroots Information reported that by the end of 2024, 4,024 communes, wards, and towns in Vietnam had set up Zalo OA pages, covering 40% of local administrative units. These local accounts enhance communication and the service experience between officials and residents.
Zalo’s communication strategy has showcased remarkable effectiveness. In just the first half of 2024, government-associated Zalo OA pages garnered over 57 million followers and facilitated 1.6 billion interactions between citizens and government agencies.
Users can now circumvent trips to government offices by visiting their local Zalo OA page for detailed guidance on public services, online form submissions, and avenues for feedback.
Currently, the Center for Grassroots Information is assisting all localities in establishing OA accounts, aiming to create a cohesive Zalo OA network for communication at the grassroots level, with plans for full coverage by the end of 2025.
