Case Study: Rakuten Viber achieves 15% increase in messages and 10% increase in group chats with Mixpanel

Rakuten Viber uses Mixpanel to increase messaging and engagement for its one billion users

Rakuten Viber, the cross-platform messaging and VoIP app with over one billion registered users, needed accurate, product-level data to understand messaging behaviors and boost engagement and retention. The product team sought a way for managers to quickly query billions of tracked events and validate hypotheses about which features and flows drove the most valuable user activity.

Using Mixpanel (Core Reports, JQL, Funnels and Insights) Viber sampled and analyzed billions of events to guide product decisions: they A/B tested and reordered keyboard features, redesigned the one-on-one chat flow to surface group creation, and added Android Direct Share to simplify sharing. Those changes led to measurable gains — a 15% increase in overall messages sent, a 10% rise in group chat creation, and a 9% increase in sharing from external sources — while enabling faster, data-driven iteration.

Rakuten Viber

Danny Odes

Mobile Product Manager