[Alpha Biz= Reporter Kim Jisun] The Korea Communications Commission (KCC) announced on the 12th that it has launched an investigation into the global online travel platform 'Agoda' to determine if the company caused harm to users in its payment and refund procedures.
Agoda, founded in 2005 and based in Singapore, has grown in the South Korean market by promoting marketing strategies like the "best price guarantee." However, the company has faced criticism for using methods that could confuse consumers during the booking process.
According to the Korea Consumer Agency, Agoda received the most consumer complaints last year, with 324 cases filed for dispute resolution across major platforms.
The KCC is investigating whether the platform's reservation and refund processes may have confused consumers. If any illegal activity is confirmed, Agoda could face fines of up to 1% of its annual revenue.
Alphabiz Reporter Kim Jisun(stockmk2020@alphabiz.co.kr)
