LG Uplus' U+one app tops 6.1 million monthly users one year after launch

LG Uplus' integrated customer platform U+one surpassed 6.1 million monthly active users within a year of its launch, the company said Tuesday, crediting expanded AI-powered features, content and membership benefits for the growth.

The app's monthly active users reached a record 6,096,384 in August, LG Uplus said. That marks an increase of about 1.02 million users, or 20.2 percent, from roughly 5.08 million in October last year, before the company merged its customer service app and membership app "Dangshinui U+" into a single platform.

LG Uplus launched U+one last October by combining its customer service and membership functions into one app. It has since added AI search, a content channel called "Plus" and personalized features to broaden customer engagement. The app's t-NPS, a customer trust index based on net promoter scores, has risen to about 1.5 times the level recorded in November last year, shortly after launch.

The app's flagship AI search function lets customers find information using everyday language, even when they do not know the exact name of a service or menu option.

LG Uplus has been upgrading the feature into a full AI agent capable of carrying out tasks, not just returning search results. The agent recommends suitable services based on each customer's usage history and, after receiving confirmation, completes the requested task.

Through this system, customers can receive roaming product recommendations tailored to their destination, travel schedule and data usage habits, and complete sign-up within the same session. Bill inquiries and payments can also be handled within a single conversation.

The "Plus" content and benefits channel has also seen user growth. Plus offers a range of content covering culture, travel, food and lifestyle, alongside telecommunications-related information.

Monthly users of Plus have more than doubled since the channel's launch. Customers who use Plus visit U+one twice as often as those who do not, and spend 5.3 times longer in the app.

The platform has also earned external recognition. LG Uplus topped the mobile telecommunications category of the Korean Standards Association's 2026 Digital Customer Experience Index for the third consecutive year. Plus won the platinum award at ICT Award Korea 2026.

"Going forward, we will use hyper-personalization to further reduce the inconvenience of customers having to search for things themselves, and deliver an experience where AI proactively suggests and executes what they need at the right moment," said Kang Jin-wook, executive vice president and head of LG Uplus' mobile and digital business group.

Meanwhile, LG Uplus announced plans to expand U+one's AI agent capabilities on Oct. 13. According to materials released at the time, customers who received roaming product recommendations through the roaming AI agent converted to sign-ups at roughly twice the rate of those using the previous AI search method. The company also plans to introduce a "store guide agent" in the fourth quarter of this year that recommends nearby stores based on a customer's location.