How Kakao is shaping our behavior, and why we should care

A month after Kakao’s latest update, some users are still frustrated, and the company’s next moves suggest the story is far from over. What was once a simple instant messaging app has started to look and behave more like a social network. The familiar "friends list" disappeared, replaced by photos, activity feeds and algorithmic updates. For an app once trusted as being neutral, private and purely functional, the change has felt unsettling. KakaoTalk isn’t just another app in Korea; it’s part of the infrastructure of daily life. Nearly everyone — from children to grandparents — uses it to connect, pay, shop and work. When the app's interface changed, confusion wasn’t just about usability; it was about trust. People didn’t sign up for a social feed — they signed up to be connected. The reason behind the redesign seems simple: time and money. Kakao’s user base is massive, but users spend less time in the app than they do on platforms like Instagram or TikTok. The new layout was meant to increase engagement and open more advertising space. In other words, it was designWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times