With almost 80 million monthly active users, Zalo is unlocking unprecedented innovation opportunities for Vietnamese enterprises through its expanding satellite application ecosystem.

Over a decade ago, Vietnam’s OTT app market was described as a “bloody battlefield” with both international and domestic players competing aggressively. Global platforms like Line, Kakao Talk, Viber, and WeChat clashed with local apps such as Zalo, Btalk, Halo, Mocha, and VietTalk.

At the time, the OTT war was described as “brutal,” where the first to run out of funds would have to exit the race. Prime-time TV slots on VTV featured commercials from Line, Kakao Talk, and Zalo, starring celebrities like Minh Hang, Midu, and K-pop group Big Bang.

After that fierce competition, Zalo emerged victorious, outlasting all foreign contenders. Today, it continues to dominate as Vietnam’s primary communication platform, with nearly 78 million regular users.

According to the latest report from Decision Lab, Zalo leads in user adoption rate, with 85% of Vietnamese actively using the app. Remarkably, around 20% of Zalo users engage monthly with AI-powered features integrated into the platform.

Le Hong Minh, Chairman of VNG, stated that Zalo remains the top messaging platform in Vietnam, far ahead of Facebook, Viber, and Telegram. Zalo also leads the nation’s AI revolution with its large language model KiLM and voice assistant Kiki. With nearly 80 million monthly users, Zalo is offering a breakthrough opportunity for digital transformation through its Mini App ecosystem and Notification Services.

In an era where digital transformation drives national economic growth, Zalo has effectively addressed urgent business needs with tools like Zalo Official Account (OA) and Zalo Mini App. These solutions not only optimize business operations but also provide effective customer engagement channels. By the end of 2024, Zalo reported over 13 million monthly users on Mini Apps, with 3,465 Mini Apps actively in use.

Zalo OA serves as a digital bridge connecting businesses, users, and government agencies. It allows organizations to establish verified accounts for direct interaction, customer service, and targeted marketing - boosting customer retention and engagement.

Zalo has also played a key role in advancing Vietnam’s public sector digital transformation.

By the end of 2024, Zalo had over 17,273 Official Accounts affiliated with government agencies and public services (such as healthcare and education), serving more than 40 million followers across all 63 provinces. These accounts help citizens look up information, process administrative tasks, and interact with authorities.

According to the Center for Grassroots Information, by the end of 2024, 4,024 communes, wards, and towns across Vietnam had established Zalo OA pages, covering 40% of all local administrative units. These local accounts serve to increase interaction, communication, and service value between authorities and residents.

Zalo’s communication model has proven highly effective. In the first half of 2024 alone, government-affiliated Zalo OA pages recorded over 57 million followers and 1.6 billion interactions between citizens and government agencies.

Rather than visiting government offices in person, users can now access their local Zalo OA page for step-by-step instructions on public services, online form submissions, and feedback channels.

Currently, the Center for Grassroots Information is assisting all communes, wards, and towns in creating OA accounts. The goal is to establish a nationwide Zalo OA network for grassroots communication, with 100% coverage by the end of 2025.

Thai Khang