A Message Broadcast lets you deliver a message to your LINE friends all at once. Tell Marketing Agent what you want to send and why, and it will draft everything from narrowing down the recipients to preparing the message. You can also set everything up yourself from scratch.
Letting the agent handle the broadcast
All you need to share is who, what, and when you want to deliver, and the agent takes care of preparing the broadcast.
Set the chat mode to "Auto" or "Create", then tell the agent the goal of your broadcast. For example, if you say something like "I want to announce a new dessert to friends who are likely to visit on the weekend," the agent suggests a recipient Segment and the message content.
You can always review the suggestion before the broadcast goes out. In the approval dialog, choose "Execute" to proceed with the broadcast, or "Not now" to call it off. If you want to adjust the content, you can simply ask for changes right in the chat.
If you prefer to fine-tune everything yourself, you can create a broadcast manually using the steps below.
What you need to use this feature
To send a Message Broadcast, you need to be logged in to Lumo and have the LINE Official Account you want to send from connected.
- You are logged in to Lumo
- Your LINE Official Account is connected
Opening the broadcast creation screen
Start creating a new broadcast from "Broadcasts" in the navigation menu.
- Click "Broadcasts" in the navigation menu
- Click "Create Broadcast"
Setting the basic information
Set a name to identify the broadcast and the LINE Official Account used to send it.
| Item | Description |
|---|---|
| Name | Enter a name to identify the broadcast (e.g., "February Campaign Broadcast") |
| LINE Official Account | Select the LINE Official Account to use for the broadcast |
| Folder | Select a Folder to organize the broadcast (optional) |
You can change the broadcast's delivery source (the LINE Official Account) only while the broadcast is a draft. Changing the delivery source resets the recipients to "all friends," so be sure to set the recipients again.
Selecting the message sender
You can choose whether the broadcast is sent under your LINE Official Account name or under a specific Workspace member's name.
| Sender | Description |
|---|---|
| LINE Official Account | Sends the message under the LINE Official Account name (default) |
| Specify a member | Selects a Workspace member and sends under that member's name |
Adding messages
Set up the messages to broadcast. You can add multiple messages in a single broadcast and adjust their order.
- Click "Add message"
- Choose the "Message Type"
- Set the message content
- Add more messages as needed. To reorder them, drag the handle to the left of each message's heading
The available message types are as follows.
| Type | Content |
|---|---|
| Text | A text message |
| Sticker | A LINE sticker |
| Image | An image file |
| Video | A video file |
| Rich Message | A message with tappable areas set on an image |
| Rich Video Message | A message that uses a video |
| Card Type Message | A message that displays multiple cards side by side |
| Flex Message | A message with a freely arranged layout |
| JSON | A message whose content is specified in JSON format |
Inserting variables and emoji
In text fields, you can use "Insert variable" to merge in each friend's display name or properties from connected services. The "Emoji" and "LINE Emoji" buttons let you add emoji. If you type a variable name that isn't registered, the warning "This message contains unrecognized variables." appears. Check the variable name, because the send can be blocked if it stays unresolved.
Creating and editing Rich Messages on the spot
Rich Messages, Rich Video Messages, and Card Type Messages can be prepared right here without leaving the broadcast creation screen. Click "New" in each message's selection field to open a dialog; once you create and save it, it is selected for the broadcast as-is. You can fix a message you have already selected on the spot from "Edit". There is no need to create it in advance in the message items screen.
Using a LINE Notification Message
You can use a LINE Notification Message by selecting "LINE notification message" as the message type. A LINE Notification Message can only be set as the first message and can't be combined with other message types.
Selecting the recipients
You can choose to send to all friends or to narrow down the audience with Segments. You can also have Marketing Agent suggest the recipients for you.
Sending to all friends
To send to all friends, choose "All friends" for the recipients. If you want to narrow the audience to specific Segments, clear the "All friends" selection.
Narrowing the audience with Segments
Using Segments, you can broadcast only to friends who match your conditions. You can combine inclusion and exclusion to adjust the audience.
- In "Recipients", select the Segments to send to (multiple selections allowed)
- As needed, select Segments to exclude in "Do not deliver" (multiple selections allowed)
- An estimate of the estimated number of recipients is displayed
When you specify both recipients and exclusions, the broadcast goes to the friends included in the recipients minus those in the exclusion. If you specify the same Segment as both a recipient and an exclusion, the exclusion takes priority.
A Segment is a "set of conditions for narrowing down friends." It is a different concept from the tags you assign to friends. Use Segments for recipients.
Checking the estimated number of recipients
"Estimated Recipients" is a rough count of how many people your current settings reach. It is recalculated every time you choose recipients.
When you pick a Segment that uses a HubSpot segment (list) as a condition, "Refresh now" appears next to "Estimated Recipients". HubSpot segment members sync automatically about every 15 minutes, but clicking this right after you edit a segment in HubSpot brings the change into the count without the wait. If it is already current you see "HubSpot segments are already up to date.", and if the sync is taking a while you see "Syncing is taking longer than usual. Check the recipient count again in a moment.". The "HubSpot segments last synced" line below tells you what point in time the count reflects.
HubSpot segment members who are not linked to a LINE friend can't receive the broadcast. When there are any, a note appears reading "[count] of [total] HubSpot segment members are not linked to a LINE friend and are excluded from this broadcast.". When the estimated number of recipients is lower than the size of the segment, check here first.
Narrowing down with LINE Audience
Using LINE Audience, you can further narrow your recipients with attribute data from the LINE platform. Demographic conditions require a target reach of at least 100 and at least 50 recipients after filtering.
After selecting your recipients, turn on "Use LINE Audience" to apply additional attribute filters. The filters you can set are as follows.
| Filter | Settings |
|---|---|
| Gender | Choose from male or female |
| Age | Set the range with "Minimum age (inclusive)" and "Maximum age (exclusive)" |
| OS | Choose from iOS or Android |
| Region | Select the regions to target. Regions LINE has retired no longer appear in the list |
| Friendship duration | Set the days since the friend was added with "Minimum period (inclusive)" and "Maximum period (exclusive)" |
| LINE Audience | Select audiences already created on the LINE platform (up to 9) |
Every audience and demographic condition you select is applied to the base recipients with AND, so only friends who match all of them receive the broadcast. You can select up to 9 audiences; selecting more shows "Select no more than 9 audiences." when you save. The audiences themselves also have minimum size requirements, except for user-ID uploads and chat tags from the same account.
A broadcast can't be saved while it still holds a retired region or an audience that is no longer usable. When you see "A demographic condition is invalid. Please select the conditions again." or "The audience selection is invalid. Please select the audiences again.", pick the conditions again.
For broadcasts that use LINE Audience, the actual number of recipients is finalized on the LINE side. Statistics are also tallied on the LINE side, so per-recipient display and CSV download are not available.
Selecting the broadcast timing
You choose the broadcast timing under "Delivery Time" in "Delivery Settings". There are two options, "Deliver Now" and "Schedule for a specific date and time", and recurring delivery is a checkbox below the scheduled option.
Broadcast now
When you choose "Deliver Now", the message is sent immediately after you finish the setup.
Broadcast at a specified date and time
When you choose "Schedule for a specific date and time", the message is sent at the date and time you specify.
- Select the broadcast date
- Select the broadcast time
Recurring broadcast
When you turn on "Repeat delivery", shown below "Schedule for a specific date and time", the message is sent regularly on the days and times you specify.
- Select the days of the week to broadcast (multiple selections allowed)
- Select the broadcast time
- Set a "Start date" and "End date" if you need them
- Check "Next delivery" to confirm when the first message goes out
The results of each run are shown under "Delivery history" on the broadcast detail screen. For details, see Set Up a Recurring Broadcast.
Friends with no content feed products are skipped
When the message includes a product card that uses a content feed, friends with no products to show are not sent the broadcast and are counted as "Skipped" in the results. This always applies, and there is no setting to turn it on or off.
The delivery settings carry the same note: recipients with no products to show don't receive the broadcast and appear as "Skipped" in the report. If every recipient of a broadcast ends up skipped, you get the in-app notification "A broadcast reached no one". Review the feed's products and its fallback products.
Measuring results with UTM settings
When you enter a campaign name under "UTM settings", UTM parameters are added to the links in the broadcast, so you can measure this broadcast's traffic and results in analytics tools such as Google Analytics.
The only thing you enter is the "Campaign name (utm_campaign)" (e.g., summer_sale_2026). Lumo automatically adds the source and medium (utm_source=line, utm_medium=lumo). If a destination URL already has the same parameter, its existing value takes priority.
Links in a broadcast become tracking short links
URLs you put in a broadcast are replaced with tracking short links so that clicks can be counted. Your friends see https://t.lmt.cx/ followed by 10 lowercase letters and digits in their chat, and tapping it takes them to the original destination.
URLs in the message text and URLs in Rich Messages, Card Type Messages, and Flex Messages are all replaced the same way. To keep a broadcast's URLs as they are, turn on "Don't convert URLs for tracking" on the creation screen. Clicks in that broadcast can't be measured.
To deliver links on your own domain, register a subdomain under "Custom Domain" in the "Tracking" section of your workspace settings. Once its status is "Active", broadcasts you create after that use short links on your domain.
Checking the content before broadcasting
When you open "Delivery Confirmation" before running the broadcast, you can complete the test send and the final review of your settings in a single flow.
- Under "Test recipient", select a registered member and check the actual appearance with "Send test message". Only members registered as a test recipient on the broadcast's delivery source account appear here, and you can select up to 5 at a time
- On the next screen, review the delivery source, delivery destination, estimated recipients, exclusion list, and delivery timing
- If everything looks right, click "Confirm and deliver". For a scheduled broadcast, the button reads "Schedule for {datetime}" instead
If no test recipient is registered yet, the selection field shows "Register a test recipient using the button below". You can register one on the spot from "Register test recipient". For how to register, see Registering and using test recipients.
When a product card uses a content feed and the feed as a whole has no products, you can't confirm the broadcast. "Check feed" appears, so review the feed's conditions and its fallback products. A feed that picks products per recipient can still be confirmed, and friends with no matching products are counted as skipped.
Saving or running the broadcast
Once you finish the setup, save the broadcast as a draft, or run the broadcast after going through Delivery Confirmation.
Saving as a draft
When you click "Save content", the broadcast is saved as a draft. You can edit and broadcast it later.
Running the broadcast
When you review and finalize the content from "Delivery Confirmation", the message is sent according to the broadcast timing you selected.
| Broadcast timing | Behavior when run |
|---|---|
| Broadcast now | Starts sending immediately |
| Broadcast at a specified date and time | Sends automatically at the specified date and time |
| Broadcast at a specified date and time with "Repeat delivery" on | Sends automatically and repeatedly on the specified days and times |
Broadcasts for a specified date and time and recurring broadcasts can be found as "Scheduled" in the broadcast list.
Managing broadcasts
In the broadcast list, you can organize broadcasts into folders, duplicate them, save them as templates, archive them, and delete them.
| Action | Description |
|---|---|
| Organize into folders | Create folders and organize your broadcasts |
| Duplicate | Copy an existing broadcast to create a new one |
| Save as a template | Save the broadcast content as a broadcast template for reuse |
| Archive | Select broadcasts in the list and click "Archive". They move to the "Archive" tab in the side menu, and "Restore from archive" brings them back anytime. Archiving a scheduled broadcast cancels its schedule, and restoring doesn't resume it |
| Delete | Select broadcasts in the list and click "Delete". Deleted broadcasts cannot be restored. Deleting a scheduled broadcast cancels its schedule |
Broadcasts that are currently sending can't be archived or deleted. If you might need a broadcast again later, archive it instead of deleting it.
Comparing results with an A/B test
You can create an A/B Test from an existing broadcast to compare the results of two message patterns.
- Open the broadcast's edit screen
- From "Other actions", select "Create A/B test", then select "Create" in the confirmation dialog
- "Pattern A" and "Pattern B" tabs appear in the message settings on the same page
- Switch to the "Pattern B" tab and edit the message content
Pattern A inherits the original broadcast content as is. The only thing that changes per pattern is the message content. The name, recipients, broadcast settings, and sender are shared by both patterns and set once outside the tabs. When you save, "(A)" and "(B)" are added to the name automatically.
When things don't work
If your broadcast won't proceed, check the LINE Official Account selection, the status of your Segment creation, and the broadcast date and time.
- You can't select recipients: Check that the LINE Official Account is selected correctly
- Segments don't appear: Check that the Segments you want to use for recipients have been created in advance
- A broadcast at a specified date and time isn't sent: Check that the specified date and time is not in the past
- LINE Audience is unavailable: Check that the target reach is at least 100 and that at least 50 recipients remain after filtering