25.09.29.Today News : KakaoTalk Update Sparks Backlash, Forces Rollback to Original Friend List

KakaoTalk Update Sparks Backlash, Forces Rollback to Original Friend List

📍Criticism over grid-style feed leads to quick reversal; Kakao also strengthens protection measures for minors

Just six days after announcing a large-scale update at “if(kakao) 2025,” Kakao has decided to restore the original KakaoTalk friend list. The decision comes amid unprecedented user backlash, one-star review floods, and growing concerns over the app’s shift toward a social media-like model.

KakaoTalk's major update is effectively rolled back just six days after its release.

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■ Friend List Restored in Less Than a Week
On September 29, Kakao announced it would bring back the original friend list as the default view on KakaoTalk. The grid-style feed introduced in the latest update will instead be moved under a separate “News” menu.

This marks an unprecedented rollback in less than a week, reflecting how the company was forced to retreat from its largest redesign in 15 years due to user dissatisfaction.

■ Flood of Negative Reviews
The most controversial change was the shift of the friend tab into a grid-style feed, automatically displaying profile updates similar to social media platforms. Users complained about unwanted exposure to personal updates, forced advertisements, and overall fatigue.

Thousands of one-star reviews poured into the Google Play Store and Apple App Store, describing the update as “the worst ever.” Online forums quickly circulated guides on how to disable automatic updates, signaling organized pushback.

■ Expert Criticism on UX Failure
UX/UI consulting firm PXD analyzed 1,000 KakaoTalk reviews and found that

-19% cited UI/design dissatisfaction

-10% raised issues with friend lists and profiles.

Experts concluded that Kakao underestimated user fatigue from profile change notifications and blurred the core identity of KakaoTalk as a messenger app.

■ Internal Dissent and Forced Decision
Reports on anonymous workplace communities suggested that developers, planners, and designers opposed the update, but executives pushed ahead regardless. CEO Shin Ji-sun defended the changes as an effort to create a more pleasant environment, but critics argued that the update ignored the essence of user experience.

■ Short-Form Content and Protection of Minors
Another flashpoint was the new “Now” tab, which introduced short-form videos while displacing the open chat tab. Users criticized the forced ad exposure and questioned why short-form features were needed in a messaging app.

Parents also raised alarms over minors’ unrestricted access to short-form content. In response, Kakao added a “minor protection request” option on September 27 and promised to streamline the process to make safeguards more accessible.

■ Market Impact and Brand Damage
Kakao’s stock price dropped below 60,000 KRW following the update, with analysts warning that the company’s core identity and user loyalty may be at risk. Online critics accused Kakao of prioritizing ad revenue over user needs, further damaging its reputation.

■ Significance of the Rollback
The rollback highlights the crucial importance of user-centered design in digital services. KakaoTalk has long thrived as a messenger app, but its attempt to adopt social media-like features undermined that identity. Experts argue the incident shows that ignoring user feedback can quickly erode trust, even for dominant platforms.

One-line summary : Facing massive backlash, Kakao rolled back its major KakaoTalk update, restoring the original friend list and enhancing minor protection measures.