What Are MAAC Contacts?
MAAC contacts are the core source of interaction data between a brand and its users. When a user adds your LINE Official Account, is imported from a phone list, or interacts with your brand in another way, the system creates the corresponding contact record automatically or manually. These contacts can then be used for audience segmentation, marketing campaigns, automated journeys, and more—making them an important asset for brand operations.
Unified Contacts and List Views 🆕
The same customer may have multiple channel contacts at once (for example, LINE, Email, and WhatsApp). So that you can see one person from a single view, MAAC groups the channel contacts that belong to the same person into a single Unified Contact using a Unified Contact ID (UCID)—you no longer have to look them up one tab at a time across channels.
Switching Between Unified Contacts and Channel Contacts Views
When you go to Contact Management > Contact, the Unified contacts view is shown by default, where each row represents one customer (one UCID). You can also switch to the Channel contacts view, where each row represents one channel contact, keeping your existing workflow. Switching views does not affect your current search term or filter conditions.
Contact Overview
At the top of the page, Total contacts and Reachable contacts are counted by unified contacts (deduplicated across channels), giving you a true picture of your customer base and reachable coverage; the per-channel contact counts are still counted by channel contacts.
Unified Contacts List Columns
In the Unified contacts view, the list provides the following columns:
| Column | What it shows |
|---|---|
| Name | The customer's display name and avatar; click to open the Unified Contact Profile |
| Reachability | Shown as reachable if any one channel is reachable |
| Channel Status | Channel icons for the channels this customer is bound to, with light / dim shading to indicate whether each channel is reachable |
| Created | When this unified contact was created |
| Last engaged | The time and source channel of this customer's most recent engagement across all channels |
| Tags | This customer's tags |
| Actions | Click the edit icon to open the Unified Contact Profile |
👉 For an explanation of each section of the Unified Contact Profile and how to split a channel contact whose grouping does not match your expectation, see: Tutorial | Unified Contact Profile and Splitting Contacts.
Contact Management and Contact Types
In MAAC, contacts can be broadly grouped into the following types based on their actual interaction channel and data source:
| Contact type | Definition | Available interaction methods | Notes |
|---|---|---|---|
| LINE contact | A user who has added the brand's LINE Official Account (LINE OA) | Use MAAC features such as LINE broadcasts and auto-replies, and start live conversations in CAAC | Can interact and be segmented through the Official Account |
| Facebook Messenger contact | A Facebook user who has had a conversation with the brand's Page | Send Messenger messages and set up auto-replies | Requires the Facebook channel to be connected and authorized |
| Instagram contact | A user who has interacted with the brand's IG business account (such as a direct message or story reply) | Interact using IG auto-reply features | Requires the Instagram channel to be connected and authorized |
| WhatsApp contact | A user who has interacted with the brand's WhatsApp account, or who was imported from a WA list by the brand | Use features such as WhatsApp Broadcast and WA automated journeys | Requires the WhatsApp channel to be set up and authorized |
| Email contact | A user with a valid email address and an eligible subscription status | Send EDM campaigns and journey emails through MAAC | Requires email sending setup and domain verification to be completed |
| Other contact | Has a phone number only | Can only receive SMS / MMS messages | Cannot interact via LINE, FB, IG, or WhatsApp features |
📌 If you use a LINE Verified or Premium account, contacts can also be created automatically via the API.
Reachable Contacts
To help you quickly tell whether a contact can still receive messages on a given channel, MAAC classifies contact status by platform into:
- Reachable
- Not Reachable
Reachability status reference table
| Platform | Reachable | Not reachable |
|---|---|---|
| LINE | Following | Blocked; Auth (authorization not completed) |
| Facebook Messenger | Interacted within the past 7 days | No interaction for more than 7 days |
| Interacted within the past 7 days | No interaction for more than 7 days | |
| Others (SMS) | Phone number valid | Phone number invalid |
| Opted-in | Opted-out; Not subscribed | |
| EDM (Email) | Subscribed | Unsubscribed; Suppressed (bounce, report spam, hygiene invalid) |
📌 In the Unified contacts view, a customer is considered "reachable" overall as long as any one channel is reachable.
Common Use Cases
| Purpose | Action |
|---|---|
| Import a new customer list | Import contacts using LINE UID, phone, or customer_id |
| Update existing contact information | Import an update to change contact data fields |
| Set up marketing segments | Create tags and audience filter conditions |
| Deliver reports to an external data platform | Export contact data for use in an external CRM or finance system |
How Are Contacts Created?
You can create contacts in the following ways:
- Created automatically by the system
- Created by the brand
Created Automatically by the System
MAAC creates a contact automatically when the following actions occur:
| Channel | User action | Created automatically? | System behavior |
|---|---|---|---|
| LINE | User adds the LINE Official Account (Follow) | ✔ Yes | Blocks the OA → contact is kept but becomes Not Reachable |
| User sends an inbound message | ✔ Yes | Initial status = Not Subscribed Receives START → automatically Opted-in |
|
| Facebook Messenger | User sends a message | ✔ Yes | Follows FB's 7-day rule to determine reachability |
| Direct message or story interaction | ✔ Yes | Follows IG's 7-day rule to determine reachability | |
| EDM (Email) | User completes Email subscription | ✔ Yes | Bounce / Spam → automatically marked Suppressed |
Created by the Brand
| Creation method | Description | System behavior |
|---|---|---|
| Manual contact import | Create or update contacts in bulk via CSV |
|
| Created via MAAC Open API | An external CRM creates contacts | Used for automated syncing |
For detailed steps, see: [Tutorial | Import and Update Contact Data in MAAC]
Additional Notes
- All contacts are shown together in MAAC Contact Management, where they can be searched, tagged, edited, and imported/exported.
- As of 2025/03/28, "Other contacts" imported by phone number are shown as "Unnamed contact" by default; brands can update the display name manually.
- If the channel connection is not completed, the system cannot identify the contact's UID and will show it as a phone contact only.
- If you want to integrate cross-platform data, we recommend enabling Customer Data Hub to sync MAAC / CAAC contact tags and attributes.
👉 For details, see: Tutorials｜Integration of MAAC and CAAC Customer Contact Data - Customer data hub
Common Operations
Search for a Specific Contact
Path: Go to Contact Management > Contact, where you can search by the following fields:
- Contact name
- LINE UID
- Facebook ID
- Instagram ID
- Phone number
- Customer ID
📌 In the Unified contacts view, a unified contact is included in the results as long as any one of the customer's channel contacts matches the search or filter conditions.
Filter Contacts
Click Channel to "filter contacts" by the following conditions:
Filter by platform
- LINE: shows LINE contacts
- Messenger: shows Facebook contacts
- Instagram: shows Instagram contacts
- WhatsApp: shows WhatsApp contacts
- Email: shows Email contacts
Filter by a specific channel
By contact conditions
- Tags, engagement analysis, date added, last engagement time, creation source, gender, birthday, phone, email, Customer ID.
📌 More on the "Creation source" condition:
| Creation source | Description |
| Binding message |
Added through a MAAC binding link. Common scenarios:
|
| Notification message | Added as a friend through a notification message |
Bulk Update Tags
- Click + Add a condition, select your filter conditions, then click Apply—an Update tags option appears in the top-right corner.
- After selecting contacts with filter conditions, click Update tags to add or remove tags on multiple contacts in bulk.
View & Edit Contact Details
Click the contact's Name or the edit icon in the Actions column to open the Unified Contact Profile, where you can view this customer's unified information, custom fields, and tags, along with the channel contact cards under this customer. You can also edit fields directly or go to the CAAC conversation.
👉 For full details, see: Tutorial | Unified Contact Profile and Splitting Contacts
📚 Related reading: Tutorials｜Integration of MAAC and CAAC Customer Contact Data
Export & Import Contacts
📚 For detailed steps, see: Tutorial | Import and Update Contact Data in MAAC