Viber Expands Services in the Philippines Amid Rising User Engagement

Rakuten Viber is significantly expanding its services in the Philippines, as the country experiences a notable increase in user engagement across various features. During a media briefing held in Makati City on October 13, company executives revealed that the Philippines is now a key growth market for Viber, particularly in paid subscriptions, dating services, and business interactions.

David Tse, Senior Director for Asia-Pacific at Rakuten Viber, stated that the platform anticipates a 16.5% year-over-year growth in monthly active users in the Philippines, alongside a projected 24% increase in average daily time spent on the app. “What we are seeing in the Philippines goes beyond an increase in usage. We’re really seeing people using it from everyday communication to premium services like dating, increasingly, interactions with businesses,” Tse noted.

The company reported a remarkable 34.3% increase in Viber Plus paying subscribers year-over-year, with revenue from this service rising by 75.5%. The Philippines now ranks first globally in terms of active paying subscribers and contributes significantly to Viber Plus revenue. Additionally, Viber Dating has seen a staggering 96.9% growth in monthly active users, while live business accounts have increased by 20.5%. Tse also highlighted a 127% rise in meaningful business interactions, making the Philippines the second-fastest-growing market globally for this metric.

“What we are seeing in the Philippines goes beyond an increase in usage. We’re really seeing people using it from everyday communication to premium services like dating, increasingly, interactions with businesses.”David Tse, Senior Director for Asia-Pacific, Rakuten Viber

To cater to diverse user needs, Viber is implementing a tailored approach for its super app strategy, focusing on local market demands. Cristina Constandache, Chief Revenue Officer at Rakuten Viber, emphasized the importance of customizing services for different regions rather than offering uniform features worldwide. “The vision of becoming a super app when you have over 190 countries that you need to cover is not something that can be done from one day to one hour,” she remarked.

In line with this strategy, Viber is collaborating with the Department of Tourism to enhance travel experiences for users by connecting them with local tour operators through Viber business accounts. This initiative aims to improve visibility for smaller operators during the busy holiday season. Tse stated, “Our aim is not to work with more government agencies. It’s to ensure that we have achieved the fundamentals for the benefit of our user first.”

“The vision of becoming a super app when you have over 190 countries that you need to cover is not something that can be done from one day to one hour.”Cristina Constandache, Chief Revenue Officer, Rakuten Viber

Moreover, Viber is preparing to launch Viber Pay in the Philippines, having secured the necessary licenses, although it awaits final regulatory approval. This feature is designed to enhance digital payment options for users, aligning with the growing trend of digital commerce in the country. Nadav Melnick, Chief Product Officer at Rakuten Viber, assured that the core messaging service will remain free, while additional features like Viber Plus, Viber Dating, and business messaging will continue to expand.

As Viber evolves into a comprehensive platform, it also emphasizes user privacy and security. Melnick explained that AI features in the app are not triggered automatically, ensuring users maintain control over their data. He added that Viber employs various measures, including automated moderation and user reporting, to detect scams and suspicious accounts.

In conclusion, Viber's expansion in the Philippines reflects a broader trend of increasing digital engagement in the region, as users seek more diverse and convenient services from their messaging platforms.