Dive Brief: 

• Line, a Japanese-based messaging app, is making strides in the U.S. with some major brands. 
• Companies like McDonald's, Coca-Cola, and KFC, as well as celebrities like Paul McCartney, Maroon 5, and Taylor Swift have reportedly seen an immediate monetization of their brands through in-app purchases of emoji "stickers" on the app, according to Line.
• The app has 25 million users in the U.S. and, according to CEO Jeanie Han, has attracted a lot of attention from Fortune 100 firms that want in on the revenue stream. 

Dive Insight: 

Messaging apps are exploding in the U.S., with Snapchat among the leaders, so Line does have the trend working in its favor. Line already has 181 million active users worldwide, creating some weight for advertisers in and outside the U.S. Last year, the app was searching for an agency to help it expand into the U.S. If that goal is successful, then Snapchat could have some competition.