Zalo OA marketing
Written by Peko Research Team.Last updated: 09/23/2026.
Zalo OA (Official Account) marketing is the use of Vietnam's dominant messaging app to reach customers with loyalty, broadcast, and 1:1 conversational messages.
Published: 05/01/2026
Updated September 2026 — Zalo OA (Official Account) marketing is the use of Vietnam's dominant messaging app to reach customers with loyalty, broadcast, and 1:1 conversational messages. Zalo is installed on 75M+ Vietnamese phones — making OA the highest-reach owned channel for any F&B operator in Vietnam.
Quick facts
- Definition
- Zalo OA (Official Account) marketing is the use of Vietnam's dominant messaging app to reach customers with loyalty, broadcast, and 1:1 conversational messages.
- Why it matters
- Zalo is installed on 75M+ Vietnamese phones — making OA the highest-reach owned channel for any F&B operator in Vietnam. Read rates routinely hit 70–90%, vs 15–25% for email.
- Related terms
- Win-back campaign, Loyalty program, Customer churn
Zalo is installed on 75M+ Vietnamese phones — making OA the highest-reach owned channel for any F&B operator in Vietnam. Read rates routinely hit 70–90%, vs 15–25% for email.
Effective Zalo OA strategy in F&B combines (a) a loyalty mini-app for stamp/points, (b) automated win-back triggered by churn signals, and (c) targeted broadcasts for new-menu launches — all governed by Zalo's anti-spam quotas.
PEKO integrates natively with Zalo OA: customers join your loyalty by scanning a QR at the table; from then on, every win-back, birthday, and new-menu message ships through Zalo with full delivery tracking.
Numbers on this page: named sources are listed below; figures without a named source are PEKO merchant data, Vietnam, Jan 2024 – Jun 2026, or PEKO estimates where modelled. See the datasets behind these numbers.
FAQ
How much does Zalo OA messaging cost?
Free for replies inside the 24-hour window after a customer message. Outbound broadcasts are quota-based and priced per impression — typically far cheaper than SMS in Vietnam.
Can I use Zalo OA without a developer?
Yes — PEKO and similar platforms ship pre-built Zalo OA flows for loyalty, win-back, and broadcast that you configure from a dashboard.
Sources
The definitions and figures on this page reference the sources below:
Related terms
People also read
Term
Customer Lifetime Value (CLV)
Customer Lifetime Value (CLV) is the total revenue a customer generates for your business across their entire relationship with you, before they churn.
Term
Customer retention rate
Customer retention rate is the percentage of customers you keep over a defined period — the inverse of churn — measuring how well your venue holds onto guests.
Term
First-time visitor conversion
First-time visitor conversion is the percentage of brand-new guests who return at least once within a defined window (typically 30 days).