25.09.26.Today News : KakaoTalk Major Update Sparks Backlash, Employees Blame “Top-Down Order”

KakaoTalk Major Update Sparks Backlash, Employees Blame “Top-Down Order”

📍First full-scale revamp in 15 years triggers user revolt, ad complaints, and stock plunge

KakaoTalk’s largest update in 15 years is facing fierce criticism from both users and its own employees. While Kakao insists the changes aim to provide a “more expressive platform,” workers argue the revamp was dictated by a top executive, not the development team. With mounting backlash over intrusive ads and a steep stock decline, the controversy is far from over.

KakaoTalk's major update, its first in 15 years since launch, has sparked fierce backlash amid harsh criticism calling it the 'worst redesign ever.'

---

■ Why the Major Overhaul Now?
On September 23, KakaoTalk rolled out its most sweeping revamp since its 2010 launch. The new update transformed the “Friends” tab into a grid-style social feed, displaying profile changes, photos, and posts similar to Instagram.
Kakao claimed the redesign was meant to allow users to showcase their interests and personalities. However, users argue the move undermines KakaoTalk’s original identity as a messaging app.

■ Growing User Backlash: “Messenger Turned into SNS”
App reviews on Google Play and Apple’s App Store were quickly flooded with complaints such as: “Feels like a knock-off Instagram,” “Give me back my old KakaoTalk,” and “Why am I forced to see my colleague’s vacation photos?”
Online communities circulated guides on disabling auto-updates, while others demanded a rollback option. For office workers in particular, the change has disrupted productivity. One user commented, “I just wanted to send a message, but now I’m bombarded with personal updates I never asked for.”

■ Employee Voices Surface: “This Wasn’t Our Choice”
Internal tensions came to light through Blind, an anonymous workplace community. A user claiming to work at Kakao wrote: “This update wasn’t the result of collaboration. It was pushed by one executive’s unilateral order. We had no choice but to follow.”
The employee added that “our morale is collapsing, as we are blamed for decisions we didn’t make.”
Another worker said: “Developers, designers, and planners all opposed it, but we were ignored. The mindset seems to be: as long as users don’t quit en masse, we can keep pushing this.”

■ Ad Expansion Sparks Anger, Old Statements Resurface
One of the most criticized aspects is the expanded advertisement placement. Ads now appear in the feed at the same size as friend updates, creating what users describe as “an overwhelming wall of ads.”
Adding fuel to the fire, users resurfaced a 2012 Kakao statement declaring: “There’s no space for ads in KakaoTalk, and it wouldn’t be cool or pretty anyway.” Critics argue the company has abandoned its founding philosophy in favor of aggressive monetization.

■ Stock Market Reaction: Billions Wiped Out
The controversy quickly hit financial markets. On September 26, Kakao’s stock plunged 6.17% to ₩59,300, wiping out ₩1.67 trillion ($1.2 billion) in market capitalization in a single day. Analysts warn that prolonged user discontent could erode both Kakao’s brand trust and its long-term corporate value.

■ Kakao’s Response and Uncertain Future
CEO Shin Ji-na acknowledged the negative feedback, stating, “Some inconvenience was expected, but the changes are intended to ultimately provide a more comfortable user experience.”
However, with employees distancing themselves and users rejecting the revamp, Kakao faces a tough road ahead. Industry experts caution that without clear direction, KakaoTalk risks losing its identity as Korea’s dominant messenger and becoming “just another ad-driven SNS.”

One-line summary : KakaoTalk’s first full-scale overhaul in 15 years has triggered user backlash, employee dissent, and a sharp stock drop amid growing criticism over ads and SNS-like features.