A 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.
LINE OA is a LINE account for business. It lets a shop chat with customers, set auto replies and build a shortcut menu without mixing it into a personal LINE. Most small shops can set it up in a day. This guide goes in order: signup, setup, ready-to-use messages, a Rich menu, and bringing customers in from Instagram, TikTok and Facebook.
Key takeaways
- Signup, profile, welcome and auto-reply messages can all be done in one day
- A 4-button Rich menu is enough for a small shop
- A free plan exists but the message quota is limited; check current terms first
NoteChecked Oct 2026
Menu names and button positions in LINE OA Manager and the LINE app change by version. If a menu differs, use the search box or the official guide at LINE for Business. Plan prices are not stated here because they change.
What LINE OA is and how it differs from personal LINE
Personal LINE is built for people talking to people. LINE OA is built for a shop talking to many customers. This table compares what a small shop needs to know.
Personal LINE vs LINE OA
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Sign up and set the profile: name, photo, category, hours
Prepare these first so you can finish in one sitting.
Prepare before signing up
Done 0/6
Open the official signup page
Go to the LINE Official Account page at lineforbusiness.com/th and choose create account, using a LINE account or email as the screen offers.
Enter name, category and contacts
Use the shop name customers know, the closest category, and confirm as prompted.
Set photo and description
Upload the profile photo and say what you sell, to whom, and how to reach you.
Set opening hours
Enter the hours you really reply, so customers do not wait while you are closed.
Open the account manager
Manage the account on the web through LINE Official Account Manager (manager.line.biz) or the manager app.
A verified account has extra steps and conditions. A new small shop can start with a standard account; details are on the official page.
Welcome and auto-reply messages: 3 ready-to-use versions
The first thing a customer sees after adding you is the welcome message. The auto-reply works when you are not replying yourself, such as outside opening hours. Set both on the Manager's reply settings page. Version 1 is the welcome message.
Welcome message
ExampleInvented shop
Hi, thanks for adding Green Leaf Plants. Order or ask anything, we reply daily 9:00-18:00. To see plants, tap the menu below or type "price".
Version 2 is an auto-reply for when you are busy, so customers know the message arrived.
Auto-reply while busy
ExampleInvented shop
Got your message, thanks for writing. Right now we are packing orders and will reply within 1 hour. If urgent, call the shop number.
Version 3 is for outside opening hours: when you return, and what customers can do while waiting.
Auto-reply outside hours
ExampleInvented shop
The shop is closed now and opens again tomorrow at 9:00. Meanwhile, send the plant name and quantity and we will reply when open.
Adjust all three to your shop's voice, but keep the frame: acknowledge, give a time, and say what to do next.
TipSmall trick
Write auto-replies so customers can act at once, such as sending the details you need. A message that only says please wait gives them nothing to do.
A simple 4-button Rich menu for small shops
A Rich menu is the menu pinned under the chat. Customers tap it to open a link or send a message you set up. LINE's official page lists it as a free feature. A small shop only needs 4 buttons, so people find what they want at once.
4-button Rich menu
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To build it, open Rich menu in Manager, choose a 4-cell layout, upload an image at the size the system shows, set each cell to a link or message, then set the start date. If design is not your thing, use Canva or the editor you already have, and check on a real phone that the text is readable.
Add admins and split chat duties
If more than one person replies, add them as admins of the account instead of sharing one login. There are several permission levels; give each person only what they need. Someone who replies to chats does not need to change account settings. See the permissions menu in Manager's settings.
Before adding admins
Done 0/5
Bring customers from IG, TikTok and Facebook into LINE OA
Someone who sees your post may not be ready to buy, but is ready to ask if it is easy. Manager can create an add-friend link and QR code. Place them like this.
Where to place your LINE OA link
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A post that invites a message must say what they get by messaging, such as instant size answers. Caption formulas that end with one action are in 12 sales caption formulas.
Costs: what is free and what is paid
No numbers here because prices and quotas change. In general:
A free plan exists to start, but the monthly broadcast quota is limited
Paid plans give a larger message quota, by level
Messages you reply to directly and broadcast messages count differently; read the latest terms on the official page
Rich menu and auto replies are basic features available under plan conditions
Latest figures are on the LINE for Business pricing page (lineforbusiness.com/th), checked Oct 2026. Before each broadcast, check your friend count against the remaining quota, because more friends means each broadcast uses more of it.
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.5 mistakes that make customers block you
5 mistakes and fixes
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WarningAbout trust
If you buy friends to make the number look good, remember that added friends are not customers, and a bigger list uses up your broadcast quota faster. Start with real customers first.
For the bigger picture of selling through social media before opening a chat channel, read this next.
ArticleNew Online Shop, Zero Sales: How to Win Your First Orders from Social MediaYour product posts get silence because people haven't seen you and don't yet trust you. Here is what to fix before spending on ads, so every selling post works.FAQ
What is LINE OA
LINE OA, or LINE Official Account, is a LINE account for business. Use it to chat with customers, set auto messages, build a Rich menu and message friends who added your shop.
Do I need a registered company to create a LINE OA
A standard account does not require a company. A verified account has extra conditions; see the official page.
Is LINE OA really free
A free plan exists, but the monthly broadcast quota is limited. Sending more requires a paid plan. Latest figures are on the official page.
How do I add an admin to LINE OA
Open LINE OA Manager, find the account permissions settings, and invite the person. Menu names may differ by version.
How many buttons can a Rich menu have
There are several layouts. A small shop is fine with 4 buttons. See the supported layouts on Manager's Rich menu page.
Summary
You can finish a LINE OA in a day with five things: profile, welcome message, auto-replies, a 4-button Rich menu, and a link or QR on your social media. Then take your first customer.
If a new account has few friends and you want a starting number, see our LINE OA add-friend service at LINE services: priced per 1,000, no password needed, just your account ID. But added friends are not customers; sales still come from good replies and content that invites a message. To try a different service first, see the free trial, available only for services that offer one.
