Kaidee is Thailand’s largest C2C online marketplace. Founded in 2011, the platform connects 30 million users with over 8.7 million listings, ranging from cars to amulets.
Operating under strict local laws, Kaidee runs a fully pre-moderated platform. Their commitment to user trust and compliance made content moderation a critical part of their business.
“After partnering with Besedo, 85% of our moderation is automated, and 94% of ads go live within five minutes.”
Tiwa York, CEO
The challenge
By 2016, Kaidee relied on an outdated in-house moderation tool that struggled to keep pace with growth. Less than 20% of ads were moderated within five minutes, leaving users frustrated and vocal in their complaints.
“People were complaining. They would complain on all the message boards, on Facebook, on the App Store, asking why it took so long for their ads to get approved. They wanted instant gratification,” said Tiwa York.
Rebuilding the tool in-house would have consumed six months of development time from Kaidee’s 30-person dev team. That’s when Besedo stepped in.
The solution
The first step was integrating Implio filters with Kaidee’s core platform. Together, Besedo and Kaidee carefully mapped moderation policies, designed rules for acceptance and rejection, and customized Implio’s front end to improve the moderator experience.
Once filters were live, data was collected to train a tailored AI model, which Kaidee launched in 2017. By 2019, Kaidee had reached 85% automation with 94% of ads moderated within five minutes.
“Besedo worked really closely with us to understand our team’s needs. We showed them our old tool and they really worked to improve the front-end and UX for moderators,” said Tiwa York.
The results
By combining AI with automated filters, Kaidee now moderates 85% of listings automatically at 96% accuracy.
The impact on user experience has been dramatic:
- 94% of ads go live within 5 minutes, up from less than 20%
- Moderation team reduced by 55%, from 40 to 18 staff
- Users enjoy instant gratification, improving acquisition and retention
“In terms of choosing Implio, I honestly don’t know of any other platform that can answer our marketplace needs like they do. Besedo has been a key part in moving our business forward,” said Tiwa York.
Benefits & ROI
Kaidee’s decision to automate moderation not only met user expectations but also freed up valuable developer time. Instead of rebuilding a tool from scratch, the dev team focused on improving Kaidee’s core platform.
“It allows my tech team to not have to build this whole tool and actually maintain it. We get a lot of cost savings in terms of tech time, because that’s offloaded to Implio,” said Tiwa York.
A partnership built on flexibility
As one of the first marketplaces to integrate Implio, Kaidee helped shape the solution into what it is today.
“What I really like about Besedo is their responsiveness in supporting Kaidee and continuously improving Implio,” said Khuntida Srisinsamut, Moderation Assistant Manager at Kaidee.
Together, Kaidee and Besedo turned a serious challenge into a long-term advantage, creating faster, safer, and more efficient moderation processes.
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