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April 23, 2024 in Blog

WeChat Official Accounts – Choose the right one

WeChat Subscription Account and WeChat Service Account are similar to a Facebook Fan Page. Both help businesses showcase their products or services to customers. Using a WeChat Official Account has more benefits for businesses, as it can send messages in groups, manage users, analyse data, boost engagement through polls and surveys, and even connect with third-party applications. This turns WeChat into an indispensable tool for companies that seek to develop successful and scalable digital presence.

What is WeChat?

WeChat, the Chinese super-app with more than 1.3 billion monthly active users, offers different types of official accounts to cater to every company’s needs, including Subscription Accounts and Service Accounts. Both are designed for organizations, businesses, and individuals looking to reach and engage with their audience on WeChat, but they serve different purposes and come with distinct features and limitations. Here’s a breakdown of the main differences between Subscription Accounts and Service Accounts on WeChat.

Types of WeChat Official Accounts

Subscription Accounts

Primarily focused on content distribution and information sharing. They are ideal for media, publishers, and individuals who want to push regular content updates to their subscribers.

Content Visibility

Subscription Accounts appear in a dedicated “Subscriptions” folder within the WeChat interface, which might lead to less visibility as users need to actively check this folder.

Message Frequency

Can send 1 message per day to their subscribers.


Limited to messaging and content distribution. They do not support advanced WeChat API features like payment or custom UI interfaces.

User Interaction

Primarily one-way communication from the account to the subscribers, focusing on information sharing rather than interactive services.

Services Accounts

Designed for businesses and organizations offering more interactive services and functions to their users. Suitable for customer service, e-commerce, and providing services directly within WeChat.

Content Visibility

Service Accounts appear as contacts in the user’s chat list, giving them higher visibility compared to Subscription Accounts. Messages from Service Accounts are more noticeable.

Message Frequency

Limited to sending 4 messages per month to their subscribers, which encourages accounts to send more comprehensive and high-quality content or updates.


Access to advanced WeChat API features, including WeChat payment, custom menus, mini-programs, and more. They can offer a wide range of services directly through the WeChat interface.

User Interaction

Supports both one-way and two-way interactions, allowing for customer service inquiries, bookings, purchases, and other interactive services.

Subscription Accounts vs Services Accounts

subscription account vs services account feature

If you are a company that seeks to focus on content posting, your choice of WeChat Official Account could be a Subscription one. You can use this account to foster an engaged community, pushing updates such as product launches or flash sales, dirrectly to followers. What is more, you could turn this Subscription account into a channel for communicating exclusive offers, boosting your visibility and sales through WeChat alone.

If you want to integrate selling and paying to your WeChat account, your choice should definitely be oriented towards the Services Official Account on WeChat. Suitable for both service-based and product-based businesses, the Services Official Account provide a stremlined platform for showcasing expertise and highlighting features. A Services Official Account on WeChat can also integrate seamlessly Charlesworth Gateway Dashboard, a platform that can be used to send live updates to clients in regard to their orders, maintaining them informed and engaged throughout the entire online retail experience.

The choice between a Subscription Account and a Service Account depends on the specific needs and goals of the account operator. For those focusing on content publication and regular updates, a Subscription Account might be more appropriate. On the other hand, businesses and organizations looking to offer interactive services or engage in e-commerce might find Service Accounts better suited to their needs.

WeChat’s platform versatility allows account holders to select the type of account that best aligns with their engagement strategy, whether it’s through frequent content updates or offering comprehensive services and interactions.

How to Open a WeChat Official Account

Navigating the intricacies of setting up a WeChat Official Account, whether as a domestic entity or an international organization, can be a daunting task. From understanding the complex documentation requirements to diving deeper into the nuances of Chinese regulations, the process requires attention to detail and can be time-consuming. With Charlesworth’s expertise in WeChat marketing solutions, your company can sidestep the challenges and streamline the account setup process. Our dedicated team with thorough expertise in registering a WeChat Official Account ensures a smooth and hassle-free experience for our clients. Whether it’s compiling the necessary documentation or navigating regulatory hurdles, we provide comprehensive support every step of the way, empowering businesses to leverage the power of WeChat marketing with confidence and ease. Contact us now for a free consultation.

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