2 Types of Official WeChat Accounts Explained

April 14, 2015
Posted in China
April 14, 2015 itsthebt

The Difference Between Service and Subscription Accounts

Service Accounts
Service accounts offer brands a more advanced array of features, such as interactive menus and mobile payments.

These accounts are displayed alongside a user’s personal contacts and the emphasis is on users to proactively engage with these brands.

This is because WeChat restricts service accounts to just four group messages per month, so if a marketer’s main aim is to push out regular content updates then they should opt for a subscription account.

If and when users do get in touch, service account holders have up to 48 hours to respond to the message.

Users then receive a push notification to alert them that they have a message waiting. This basically means that service accounts have the potential to be a useful customer service channel for brands.

However the most important feature of WeChat’s service accounts is the ability to create a mini mobile site within the app.

Store locator functions with WeChat from Tiffany & Co and Uniqlo


Users can then browse products and make a purchase, or use other handy on-the-go tools such as a store locator.

For example, China Southern Airlines has integrated its membership card, check-in services, ticket booking, and other services into its WeChat account, including a simple game where you can fly a plane by tapping the screen.

A more official but no less interesting use case comes from the Guangzhou Public Security Bureau, which was planning to use WeChat as a way of sending confirmation of traffic law violations, fine payments and exit/entry registration.


Subscription Accounts
Subscription accounts offer a far more basic method of communication, not too different from the type of social marketing we’re used to on Twitter and Facebook.

Brands are unable to create the kind of unique experiences that come with a service account, so they don’t support mobile payments or customised menus.

Subscription accounts can be used to post one message or piece of content per day to their followers, although users do not get a push notification to let them know.

Subscription feeds from Coca-Cola and Nike


Instead, WeChat houses all subscription accounts within the same tab on the home screen, so users have to actively choose to click into this tab and check whether any brands have posted a new message.

This obviously presents a big challenge for brands trying to create any sort of long-term engagement with their followers, and creates an element of pressure to offers incentives for consumers to keep checking back (e.g. offers, discounts or exclusive content).


Source: Econsultancy.com

By David Moth @ Econsultancy


Get Connected.

Feel free to contact us for more information
about any of our services.

Who We Are

Our team is on the ground in Shanghai, helping our customers to design their digital strategy, build their brand, develop and deliver content, drive engagement, build a following and generate leads and opportunities.

How We Work

Vertical takes a holistic approach to our business. We work as a strategic partner, designing and implementing solutions that address your real business challenges. We see ourselves as an extension of your team and a way for our customers to extend their capabilities.

Let’s Talk About Your Business

Feel free to contact us at info@vertwebsolutions.com and let us know how we can help you grow your business in China.