Business Report
Zalo & AI
Vietnam's daily messaging platform — and increasingly, the country's primary gateway to AI.
2025 Financial and Operating Performance
In 2025, Zalo segment revenue increased 38% to VND 1,718 [LT1] billion, supported by continued growth in platform usage, with daily message volume exceeding 2.1 billion messages, representing a 9% year‑on‑year increase. During the year, non‑advertising revenue exceeded advertising revenue for the first time, reflecting a meaningful shift in the segment’s revenue mix toward value‑added services and business solutions and marking a key milestone in the evolution of Zalo’s business model.
Strategic Progress in 2025
During 2025, Zalo continued its transition toward a more diversified and resilient revenue base. Value‑Added Services (“VAS”) and Business Solutions expanded steadily, supported by growing user and enterprise adoption, while advertising revenue remained stable. As a result, Zalo achieved a more balanced revenue mix, reducing its reliance on advertising cycles. Value‑Added Services such as zBusiness, zCloud, zStyle, and premium Zing MP3 saw increased adoption as users engaged with features offering clear functional and transactional benefits. Business Solutions, including Official Accounts, Mini Apps, and Zalo Notification Service (“ZNS”), grew as enterprises increasingly used Zalo as a trusted channel to engage customers at scale.
In 2025, Zalo advanced its business model, with revenue more evenly split across value-added services, business solutions, and advertising - setting up the next phase of scalable growth.
Financial and operational scorecard
| Metric | 2024 | 2025 | Change |
|---|---|---|---|
| Revenue (VND Bn) | 1,248 | 1,718 | +38% |
| Monthly Active Users (MAU) | 77.7M | 79.6M | +2% |
| Daily Messages Sent | 1.94B | 2.11B | +8% |
| Busineess Solutions Coverage | ~100k OA | ~150k OA | +50% |
| AI Engagement Rate | 20% | 30% | 10ppt |
| Kiki Auto in-car installation | 1.0M% | 1.4M | +40% |
| Instant bank transfer feature | - | 29 banks, 98% local market | - |
Glossary: Monthly Active Users is calculated by MAU of the last 30 days of the period. Daily messages sent is calculated by the daily average for the last 30 days of each period.
Key initiatives delivered during 2025 included
- Expansion of subscription‑based revenue streams, with VAS and Business Solutions scaled into a recurring‑revenue model alongside advertising.
- Embedded financial services, including instant bank transfers across 29 partner banks, covering approximately 98% of the Vietnamese banking market, enabling payments to be initiated directly within conversations.
- Public‑sector engagement, with more than 17,000 government Official Accounts active on the platform and the rapid deployment of the Zalo SOS Map during emergency response situations.
- Broader AI adoption, with AI features introduced through products such as Kiki Info and the Digital Citizen Assistant. Approximately 30% of monthly active users engaged with at least one AI‑enabled feature during the year.
- Platform resilience and trust, supported by ISO/IEC 27001:2022 certification and enhanced AI‑based content moderation, which automatically processed the majority of policy‑violating content.
In 2025, Zalo advanced its business model, with revenue more evenly split across value-added services, business solutions, and advertising - setting up the next phase of scalable growth.
Market Position and Operating Environment
Vietnam’s digital ecosystem has matured, with users concentrating activity on a limited number of essential platforms. Zalo maintains a strong domestic position, supported by high user penetration and trust, and is positioned to benefit from increased demand for AI‑enabled utilities and enterprise communication solutions.
Key Considerations
Zalo’s operations are primarily focused on Vietnam, which exposes the segment to changes in domestic regulatory, data‑protection, and digital‑platform policies. In the area of artificial intelligence, continued competitiveness depends on the quality and applicability of Vietnamese‑language and locally relevant AI models, as well as the effective integration of AI capabilities into everyday user and enterprise use cases.
2026 Strategic Priorities
Looking ahead, Zalo’s focus will be on deepening AI integration and further expanding subscription-based services and increasing AI engagement across the user base, progressing core communication and utility features toward an AI-first design.
Going forward, Zalo will focus on service reliability and advancing AI across the user experience, while applying AI to improve internal productivity.
Notable awards
Zalo’s product innovation, platform scale, and societal impact were consistently recognized by leading organizations in 2024–2025:
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Best Vietnamese Virtual Assistant
Tech Awards 2024
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Best Multi-Functional Messaging App
Sensor Tower APAC Awards 2024
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Ministerial Commendation
Ministry of Agriculture and Environment (Vietnam)
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Digital Transformation Solution for Community
Vietnam Digital Awards 2025
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Recognition for Wildlife Conservation
Education for Nature Vietnam (ENV)
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Top 10 Most Popular Messaging Platforms Globally
Cloudflare Radar 2025
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Most Used and Most Loved Messaging Platform in Vietnam
Decision Lab (2025)
