The evolution of technology and Internet is generating the new online communication channel which is called chatting application. This chatting application trend caused many chatting applications to compete with the product innovation and advertising in Indonesia. Chatting application have the same basic function, which is to send text message. Therefore, to surpass the competitors and to achieve the target market, a chatting application should have a Unique Selling Proposition (USP) by creating an excellent and different product. Hence, research is needed to find out the USP that offered by LINE chatting application and how the consumer perceive it compared to the same competitor. This research is using a qualitative approach with case study method. The data is collected with primary data (depth interview and observation) and secondary data (literature study and documentation). The depth interview is done with the Local Consultant of LINE PLUS Corporation and some of the LINE users. The theoretical is basis refers to the concepts that described by Steinhardt. The research shows the USP that placed by LINE is sticker feature, the sticker succeed in attracting the consumer attention compared to the other competitors with the same feature. It is because the USP that offered by LINE has a unique value in nine special characters’ sticker and the story behind these characters, this unique value is not owned by the other competitors.