Zalo has just taken an important step in standardizing the platform with the update Terms of Service version v2. For marketers and business owners operating on this ecosystem, understanding the legal changes not only helps comply with regulations but also opens up opportunities to reach new customers.
DPS.MEDIA please summarize the core points and analyze their impact on the market.
1. The emergence of Zalo ID – the “key” to centralized identification
The most foundational change in v2 is the introduction of Zalo ID – a technology solution provided by Zalo Platforms Co., Ltd.
• Content of the change: While v1 only focused on VNG accounts, v2 the regulation requires users to switch to using Zalo ID accounts to access services to enhance security and ensure seamless operations. Data sharing between VNG and Zalo Platforms is mandatory to implement this integration.
• Marketing Impact: Centralized identification helps businesses track customer journeys (Customer Journey) more accurately as they move through different services in the ecosystem. This is “golden” data for CRM and optimizing conversion rates.
2. Expansion of Ecosystem and Integrated Partners
v2 has expanded the definition of Zalo, no longer limited to VNG products as in v1.
• Content of the change: Zalo is now defined as an ecosystem that allows integration of products and services from third-party partners.
• Marketing Impact: This facilitates businesses in developing Zalo Mini App or integrated services. The ability to “partner” between brands on the Zalo platform becomes official and is more clearly legally protected.
3. Personalization and Proactive Feature Update Rights
Both versions emphasize data collection for advertising, but v2 clarifies developers' rights in service improvements.
• Content of the change: v2 adds provisions that VNG has the right to proactively upgrade, add or remove features according to plans without prior user consent. Data processing for personalized content recommendations remains the focus.
• Marketing Impact: Businesses need to prepare to quickly adapt to new Marketing features (such as new ad formats, AI chatbots…) that Zalo may “launch” at any time. Advertising will increasingly focus on privacy and deep personalization.
4. Changes to the personal data rights processing period
• Content of the change: v1 stipulates a fixed timeline of 72 hours to handle user requests for deletion, modification or provision of data. In v2, this milestone has been changed to “within a reasonable time as prescribed by law”.
• Marketing Impact: This change helps the platform and businesses using the Zalo API to have more operational flexibility, but also requires the customer support team to understand the law to ensure the “reasonableness” when responding to customer data complaints.
5. Stricter Zalo brand protection
• Content of the change: v2 dedicated a separate section to Zalo Brand, affirming ownership of all source code, images and related data.
• Marketing Impact: Agencies and Design departments need to be extremely cautious when using Zalo's brand identity in communication campaigns to avoid intellectual property infringement risks clearly stated in the new agreement.
