• by Ray Schultz , February 24, 2025

Taboola, a recommendation engine, has signed a new three-year deal with Line, a social messaging app, to power recommendations and ads.    

Line Plus, Line’s business arm that operates in global markets, will integrate Taboola News -- a feature that brings recommendations from Taboola’s publishing network -- directly into mobile carriers, device manufacturers and smartphone screens.  

The firms have been working together since 2021. 

Line provides a messaging app, lifestyle, fintech, Web3, e-commerce, gaming, entertainment and AI, reaching nearly 200 million monthly active users, it says.  

Taboola is Line’s first third-party partner for providing a news service in countries where such a product is not yet available. 

"Line connects people all over the world, providing them with access to important information and services.

News consumption plays a key role in achieving this, as it motivates people to stay informed about the world around them,” says Eunjung Lee, CEO of LINE Plus. “Taboola has been very helpful in enhancing our user recommendations, and their expertise in recommendation technology made it easy for us to choose Taboola News as our first exclusive partner.”

Adam Singolda, CEO and founder of Taboola, observes that “Line has built an incredible mobile-first brand that consumers trust.”