What Are MAAC Contacts?
MAAC Contacts are the core source of interaction data between the brand and its users. When a user adds the LINE Official Account, is imported from a phone list, or interacts with the brand in another way, the system creates the corresponding contact record automatically or manually. These contacts can be further used for list segmentation, marketing campaigns, automated journeys, and other scenarios, making them an important asset in brand operations.
Unified Contact and Viewing Perspectives
The same customer may have multiple channel contacts at once (for example, LINE, Email, WhatsApp). To let you see the same person from a single perspective, MAAC uses a Unified Contact ID (UCID) to consolidate multiple channel contacts belonging to the same person into one Unified Contact, so you no longer have to search across channel tabs one by one.
Switching Between Unified Contacts and Channel Contacts
When you enter Contact Management > Contacts, the Unified Contacts perspective is shown by default, where each row represents one customer (one UCID). You can also switch to the Channel Contacts perspective, where each row represents one channel contact, keeping your existing workflow. Switching perspectives does not affect the search terms and filter conditions you currently have entered.
Contacts Overview
The Total Contacts and Reachable Contacts at the top of the page are calculated by Unified Contacts (removing cross-channel duplicates), so you can see your true customer scale and reachable coverage; the contact counts of each channel are still calculated by Channel Contacts.
Unified Contacts List Columns
In the Unified Contacts perspective, the list provides the following columns:
| Column | Displayed content |
|---|---|
| Name | This customer's display name and avatar; click to open the Unified Contact Profile |
| Reachability | Shown as reachable as long as any channel is reachable |
| Channel Status | Uses channel icons to show the channels this customer is linked to, with light / dark indicating whether each channel is reachable |
| Created | The creation time of this Unified Contact |
| Last Interaction | The time and source channel of this customer's most recent interaction across all channels |
| Action | 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 unification result is unexpected, see: Tutorial | Unified Contact Profile and Splitting Contacts.
Feature Description｜Contact Management and Classification
In MAAC, contacts can be broadly classified 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 LINE campaigns, auto-replies, and other features; real-time conversations can be created in CAAC | Can interact and be segmented through the Official Account |
| Facebook Messenger Contact | A Facebook user who has conversed with the brand's Fan Page | Can send Messenger messages and set up auto-replies | Requires completing Facebook channel integration and authorization |
| Instagram Contact | A user who has interacted with the brand's IG business account (such as direct messages or story replies) | Can interact using the IG auto-reply feature | Requires completing Instagram channel integration and authorization |
| WhatsApp Contact | A user who has interacted with the brand's WhatsApp account, or whose WA list was imported by the brand | Can use WhatsApp Broadcast, WA automated journeys, and other features | Requires completing WhatsApp channel setup and authorization |
| Email Contact | A user who has a usable email address and meets the subscription status requirements | Can receive EDM campaigns and journey emails through MAAC | Requires completing Email sending setup and domain verification |
| Other Contact | Has only a phone number | Can only receive SMS / MMS campaigns | Cannot interact using LINE, FB, IG, or WhatsApp features |
📌 If you use a LINE Green Badge or Blue Badge account, contacts can also be created automatically via the API.
Reachable Contacts
To help you quickly determine whether a contact can still receive messages through a given channel, MAAC classifies the contact status based on the status of each platform:
- 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 perspective, a customer is considered "reachable" overall as long as any one channel is reachable.
Common Use Cases
| Purpose | Corresponding action |
|---|---|
| Import a new customer list | Import contacts using LINE UID, phone, or customer_id |
| Update existing contact information | Import updates to change contact data fields |
| Set up marketing segments | Create tags and segment conditions |
| Deliver reports to an external data platform | Export contact data for use in an external CRM or finance system |
How to Create Contacts
You can create contacts in the following ways:
- Created automatically by the system
- Created proactively by the brand
Created automatically by the system
MAAC automatically creates a contact when the following actions occur:
| Channel | User action | Automatically created? | System behavior |
|---|---|---|---|
| LINE | User adds the LINE Official Account (Follow) | ✔ Yes | Blocking the OA → the contact is retained but becomes Not Reachable |
| User sends an inbound message | ✔ Yes | Initial status = Not Subscribed Receiving START → automatically Opted-in |
|
| Facebook Messenger | User sends a message | ✔ Yes | Follows the FB 7-day rule to determine reachability |
| Direct message or story interaction | ✔ Yes | Follows the IG 7-day rule to determine reachability | |
| EDM (Email) | User completes Email subscription | ✔ Yes | Bounce / Spam → automatically marked Suppressed |
| Email (auto-created from LINE contacts) | Importing LINE channel contacts, or a LINE contact providing an email through LINE authorization | ✔ Yes (prerequisites apply; off by default) | Requires Email set as a Unify Key, and 【Organization Settings】>【Contacts】>【Auto-create email contacts】 turned on with target channels selected; see Onboarding Guide | How to Enable Email Channels and Import Contacts |
Created proactively by the brand
| Creation method | Description | System behavior |
|---|---|---|
| Manual contact import | Create or update contacts in bulk via CSV |
|
| Created via MAAC Open API | Create contacts from an external CRM | Used for automated synchronization |
For further operations, see: [Tutorial | Import and Update Contact Data in MAAC]
Additional notes
- All contacts are displayed together in MAAC Contact Management, where they can be searched, tagged, edited, and imported / exported.
- Since 2025/03/28, "Other Contacts" imported by phone number are displayed as "Unnamed Contact" by default, and the brand can manually edit the display name.
- If channel integration has not been completed, the system cannot recognize the contact's UID and will display it only as a phone contact.
- If the brand wants to integrate cross-platform data, we recommend enabling Customer Data Hub to synchronize MAAC / CAAC contact tags and attributes.
👉 For details, see: Feature Introduction｜MAAC and CAAC Customer Data Integration - Customer data hub
Common Operations
Search for a specific contact
Path: Go to Contact Management > Contacts to search by the following fields:
- Contact name
- LINE UID
- Facebook ID
- Instagram ID
- Phone
- Customer ID
📌 In the Unified Contacts perspective, a Unified Contact is filtered in as long as any channel contact under that customer 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, join time, last interaction time, creation source, gender, birthday, phone, email, Customer ID.
📌 Notes 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 Condition, select your filter conditions, click Apply, and the Update Tags option appears in the upper-right corner.
- After selecting contacts using filter conditions, click Update Tags to add or remove tags for multiple contacts in bulk.
View & edit contact details
Click the contact's Name or the edit icon in the Action column to open the Unified Contact Profile, where you can view this customer's Unified Info, Custom Fields, Tags, and the channel contact cards under their name, and directly edit fields or go to chat in CAAC.
👉 For the full explanation, see: Tutorial | Unified Contact Profile and Splitting Contacts
📚 Related reading: Tutorial｜MAAC and CAAC Customer Data Integration
Export & import contacts
📚 For detailed steps, see: Tutorial｜MAAC Contact Import and Export