Rakuten Viber business accounts grow in the Philippines as merchant messaging doubles

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Highlights

Rakuten Viber reports a doubling of business messaging volume in the Philippines as more MSMEs adopt its merchant tools for direct customer communications.
Viber prioritizes practical MSME features like booking links and automated replies, avoiding complex e-commerce functions while Filipino merchants display among the fastest response rates in Asia-Pacific.
The platform expands beyond Metro Manila into regional markets like Cebu and Davao, deploying account validation and exploring Viber Pay integration to enhance fraud prevention and transaction security.

Merchant tools drive MSME adoption

As reported by BusinessWorld Online, Rakuten Viber says more merchants in the Philippines are turning to its business accounts as they use direct messaging to speak with customers and close sales. David Tse, senior director for the Asia-Pacific region at Rakuten Viber, says many businesses were already using the app for customer communication before the company introduced dedicated tools for micro, small and medium enterprises.

Tse says Viber is not trying to build a standalone shopping platform to compete with social media companies or e-commerce marketplaces. Instead, the company is focusing on linking digital tools that businesses and consumers already use, while keeping its offer simple for smaller merchants with limited staff and resources.

The company says it relies on local research to identify practical needs such as booking links and automated replies rather than rolling out complex features for visibility alone. Tse adds that Filipino merchants are among the fastest in the Asia-Pacific region to respond to customer inquiries on the platform.

Provincial expansion supports regional growth

Viber is also using account validation to reduce fraud and impersonation, an issue that can weigh more heavily on small vendors without dedicated cybersecurity teams. Tse says future integration with Viber Pay could add another layer of security for financial transactions conducted through the app.

Beyond Metro Manila, the company is expanding its merchant outreach in provincial centers including Cebu and Davao through partnerships with trade groups and direct field work. Viber says it works with organizations such as the Cebu Chamber of Commerce to adapt its services to local market conditions, while feedback from Filipino entrepreneurs continues to shape product updates.

In our earlier report on Philippine e-commerce payment trends, we noted that cash-on-delivery still accounts for a sizable share of online transactions even as QR code and bank-transfer usage accelerates. The piece highlighted how limited payment choice can drive cart abandonment and why merchants are under growing pressure to offer more options while strengthening fraud protection as digital payments expand.

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