The Line free messaging and calling application is being seen as a challenge to telecom revenue in places such as India, where Bollywood actress Katrina Kaif has been enlisted to promote free India-specific stickers as part of a local TV campaign. The app's use has skyrocketed in India, adding 10 million users in about three months, and Line CEO Akira Morikawa expects to hit 20 million users by year's end.

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