Set up a 4 to 6 button rich menu for a small shop, check image sizes against official pages, send 5 kinds of broadcasts, test frequency, measure blocks and copy Thai message templates.
LINE OA is a channel where customers give your shop permission to talk to them directly. Used well, it brings repeat sales; used badly, customers block you and are hard to win back. This article sets up a rich menu and your first broadcast with confidence, with button layouts, Thai messages to copy and a way to test frequency using your own block numbers.
Key takeaways
- 4 to 6 rich menu buttons are enough for a small shop; pick the jobs customers ask about most
- Every broadcast must help the reader and say clearly what to do next
- There is no single best frequency; test one level at a time and watch the number of blocks
NoteChecked Oct 2026, with sources
Message quota facts come from the Thai LINE Official Account help center (the Targeted broadcasts and Message limits pages): the free plan sends 300 messages a month, targeted broadcasts need at least 100 recipients, and a sent message cannot be edited or deleted. The rich menu image sizes come from LINE Developers documentation and LINE OA guides, which may differ slightly between sources. Plan prices and quotas change; check the pricing page and the Design Guide in LINE Official Account Manager before you act. This article states no prices.
No LINE OA yet? Start with LINE OA for a small shop, and for more friends see how to add friends on LINE OA.
A 4 to 6 button rich menu for a small shop
A rich menu is an image menu at the bottom of the chat. Customers tap it to reach a message, link or page you set. The rule is one button, one job, with the most-asked jobs first.
A 6-button rich menu for a small shop
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TipFew products? Use 4 buttons
A shop with just a few products can cut to 4 buttons, such as see products, how to order, chat with admin and track parcel. Fewer buttons also means fewer wrong taps.
Another thing to keep up is the promotion button.
WarningKeep the promotion button current
If the promotion button still points to an expired offer, customers lose trust at once. Set a reminder to change it whenever the promotion changes, or point it to one information page you can edit in one place.
Image size and text: check the latest official pages
Image specs are numbers the platform can change, so open the Design Guide when you create a rich menu in LINE Official Account Manager before designing. This table summarises the values found in documentation in Oct 2026.
Rich menu image specs found (checked Oct 2026)
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Before uploading the image
Done 0/5
Broadcasts: 5 kinds of content customers want
Customers block when a message is irrelevant or too frequent. Pick content that matches what they added you for.
5 kinds of broadcast content
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WarningWhat to avoid
Sending the same promotion every day, sending messages unrelated to what they like, and using false urgency such as today is the last day when there is another offer tomorrow. These make people block and lose trust.
For writing sales messages that read well, see sales caption formulas; the same formulas work for broadcasts.
Frequency to test, and how to track blocks
No frequency is right for every shop, because each shop's customers differ. Test it yourself in these steps.
Note your starting numbers before sending
In LINE OA Manager, note total friends and how many are blocking you that day. Check the names of the statistics in your account's analytics page.
Start at a low frequency
For example once a week for 4 weeks, rotating the content kinds.
Compare the block numbers after each send
Note how many more blocked 1 to 2 days after sending, and which kind caused a rise.
Raise the frequency one level at a time
If blocks do not rise, try more often; drop back at once if they do.
Record the results in a table
Use the table below in a monthly review.
Frequency test table (fill in yourself)
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NoteQuota and rules to know
Broadcast messages count toward your plan's monthly quota, while chat replies and the greeting message do not, per the LINE OA help center. If the quota runs out you must change plan or set extra messages as the system allows. A sent message cannot be edited or deleted, so proofread and preview before every send.
Targeted broadcasts go only to relevant people, such as filtered by user data or people who tapped a past link, which reduces noise for others. There are conditions, such as needing at least 100 recipients in the filtered group; check the latest on the Targeted broadcasts help page.
Thai messages ready to copy
Every example is from an invented shop. Replace the braces to fit your own shop.
Greeting message
Back-in-stock broadcast
Closure notice broadcast
After-delivery message
ExampleFilled in (invented shop)
Hello, thanks for adding Bai Toey Sweets, handmade snacks delivered in Bangkok. Browse products from the menu below. If you want to ask anything, just type. We reply 9am to 6pm every day. The shop is invented. (In the live Thai version the message is in Thai.)
Connect it with social media
LINE OA works best when people already know your shop from another channel. Use social to bring people in as friends, then let the rich menu and broadcasts look after them.
Links between social and LINE OA
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To start by fixing your profile so it brings people to LINE OA, see profile makeover for IG and TikTok, and if you are unsure where to send customers, see where to send customers from social.
Before every broadcast
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- Content
- Sending
- After
ArticleSet Up a LINE OA for a Small Shop, From Signup to First Customer: DIY in One DayA DIY guide to LINE OA for a small shop: signup, profile, welcome and auto-replies, a 4-button Rich menu, admins, and bringing customers in from social media.
ArticleHow Small Shops Grow LINE OA FriendsHow can a small shop add LINE OA friends who actually buy? Seven free methods, from QR codes in store to links on social media, plus what a friend-boosting service can and cannot do.ServiceBuy LINE OA FriendsAdd friends to your LINE Official Account for your shop or brand. Choose a service, see the price per 1,000 units, no password, then pay by PromptPay.FAQ
How many broadcasts a week should I send
No fixed number. Start low, such as once a week, and watch the number of blocks before going more often.
Can I edit a broadcast after sending
No. A sent message cannot be edited or deleted, so proofread before every send.
How many free messages a month
Per the Thai help center, checked Oct 2026, the free plan sends 300 messages a month. Numbers and plans change, so see the latest pricing page.
How is the greeting message different from a broadcast
The greeting is sent automatically when someone adds you and does not count toward the broadcast quota. A broadcast is a message you choose to send to friends and counts toward the quota.
How many rich menu buttons should I have
4 to 6 is enough for a small shop. Too many leave customers unsure what to tap.
Summary
Set up a 4 to 6 button rich menu around the jobs customers ask about, send broadcasts that help the reader, test frequency one level at a time and watch the block count every time. Your own numbers are the best answer.
A new shop that wants more people to know it and add it as a friend can use social growth services to start, priced per 1,000, no password needed, PromptPay accepted: see Instagram followers, TikTok followers, Facebook followers or all LINE services. Added numbers are not customers and sales are not guaranteed; good messages and service still have to come with them. Try the free trial for eligible services at free trial.
