Last Updated on September 6, 2024
WeChat serves over 1.35 billion monthly active users, an audience reach that’s nowhere near that of other social media platforms in the Chinese market. So, it’s no surprise that every known brand is establishing its digital roots in this local super app.
When you finally decide to open a WeChat Official Account for your business, you must choose between two options: a service account or a subscription account.
If you’re unsure which option will work best for your brand, read along as we compare the pros and cons of the WeChat Subscription Account vs Service Account.
Knowing the Difference: WeChat Service Account vs Subscription Account
Most brands have different business goals when opening a WeChat Official Account. These objectives may include gathering followers, delivering marketing messages, or redirecting audiences to specific landing pages (e.g., a brand website or an e-commerce store).
As a marketer, you can reach your target audience in different ways depending on the kind of WeChat Business Account you intend to open. But first, ask yourself important questions like, are you using the account to provide services to local users? Or are you looking for a way to disseminate content to your existing audiences?
Generally, account holders opt for subscription profiles for content sharing. Meanwhile, companies that open service accounts seek to utilize dynamic marketing features like group messaging, customizable e-commerce applications, and many more.
Once your account type is verified on the WeChat platform, it can’t be modified easily unless it goes through a user migration process. Lucky for you, we already did the legwork.
We listed some critical differences between WeChat Subscription and Service accounts to prevent rash decisions and help determine which option best suits your social media marketing goals and brand communication needs.
- Platform Visibility
When you send a push notification using a services account, WeChat users immediately see the message in their inbox. It appears naturally within the chat interface, along with other chats from friends.
In contrast, messages from WeChat subscription accounts won’t show in the chat list. Instead, they’re automatically redirected to the users’ subscription folder. Because of this, push notifications from a services account tend to receive more visibility than its alternative.
- Messages and Content Distribution
With a WeChat Subscription account, you can send one message daily containing a maximum of six articles per push notification.
On the other hand, a service account has a limit of four push notifications and allows up to eight articles per publication.
- WeChat Pay Integration
A WeChat subscription account is meant for content dissemination, so it cannot accept payments through WeChat Pay integration. Meanwhile, service accounts can also send red packets and coupons to their followers in addition to WeChat payment access.
- QR Code Generation
QR codes can be helpful in WeChat Pay transactions and O2O campaigns. However, your ability to generate these codes varies greatly depending on the account type you choose.
With a WeChat official account registered under the service category, marketers can generate 100,000 unique QR codes. On the contrary, subscription accounts can only generate one QR code after the registration process.
What is a WeChat Service Account (服务号)?
A service account is an official WeChat account mainly focused on customer activation and engagement. It’s an option more suitable for businesses seeking to sell products and services to Chinese users.
WeChat service accounts allow registered businesses to customize their profiles for better brand recognition and user navigation. These accounts support API and JavaScript features, giving marketers more access to personalized marketing channels within the platform, like Mini-Programs, virtual storefronts, etc.
These corporate accounts can manage marketing activities beyond sending push notifications and articles, such as event registrations, reminders, feedback forms, and surveys. These capabilities allow businesses to engage with their audiences in all consumer touchpoints, from product discovery to conversion and after-sales service.
Pros
- The push notifications appear in the chat interface like a typical message from friends
- It’s the most suitable WeChat official account for service-oriented businesses in Mainland China
- You can use a foreign business license number during the registration process
- Seamless API integration for WeChat features and third-party systems
- Managing consumer relationships beyond messaging and articles
Cons
- This user account can only send four push notifications to its followers per month
- Posted articles are not searchable on the Sogou search engine
What is a WeChat Subscription Account (订阅号)?
WeChat subscription accounts are content-centric profiles focused on information dissemination and brand awareness. They have a separate folder on the platform’s chat interface and do not appear alongside messages from a user’s friend.
The primary purpose of these official WeChat accounts is to share consistent content with their audience. Its ability to send one message daily suits the marketing needs of content creators, industry leaders, and news media companies.
Some might ask, isn’t sending one message daily too much from a marketing standpoint? However, if a business handles real-time information, the content limitation of service accounts may prevent it from relaying news to its audiences.
Opening this type of WeChat official account requires a domestic business license. Alternatively, a foreign brand can partner with a Chinese company and use a third-party license to register an account under this category.
Pros
- Subscription account operators can send one message per day
- It’s a recommended WeChat official account for influencers, content creators, and news companies
- Effective channel for information dissemination and increasing brand awareness
- Frequent content updates can be used for community building
Cons
- WeChat subscription accounts require a Chinese business license
- Accounts created with a Chinese ID have limited features
Other Types of WeChat Official Accounts You Can Use For Your Business
● WeChat Enterprise Account / WeCom (企业号)
Among all the WeChat official account types mentioned in this list, WeCom is the only option that works best for managing internal teams and building a private traffic domain. It operates from a separate application, but its features are seamlessly integrated into WeChat’s ecosystem.
Unlike a regular messaging app, WeChat Work (WeCom) includes features designed to initiate inbound marketing activities. The platform’s API integration allows brands to access client contacts and purchase histories from their WeChat official account.
● WeChat Mini Program Account (微信小程序)
Mini-programs are lightweight applications that operate within the WeChat ecosystem without users needing to download separate platforms. They provide various functionalities, from e-commerce and gaming to customer service and content sharing.
WeChat Mini Program Accounts focus on delivering interactive services and utilities to the brand’s existing and potential audiences. They enable brands to localize their marketing efforts efficiently by creating tailored experiences for Chinese consumers, like local payment options, live-streaming sessions, and culturally relevant content.
For brands looking to engage with consumers in China’s digital ecosystem, mini-programs offer a powerful tool to build full-scale operations. Rather than being just a way to test the market, mini-programs allow brands to create seamless, fully integrated user experiences, enabling deeper engagement and driving conversions without leaving the platform.
WeChat Official Account Registration
To register, you must visit the WeChat Official Accounts Platform via mp.weixin.qq.com. From there, you can choose the account type you want to create for your business. Your choices include Service, Subscription, Mini Programs, and WeCom.
Source: Weixin
During registration, you’ll be asked for relevant documentation, such as the representative name, Chinese mobile phone number, identification card, bank account details, and other details related to your brand.
Among all these, the company license is the most crucial requirement, especially for foreign entities. Foreign companies can apply directly to create a WeChat Official Account using their overseas business license. This process requires a special application, which can take approximately 2 to 4 weeks and involves a $99 verification fee.
Verification of the WeChat Official Account
A verified WeChat official account is crucial for gaining access to the platform’s advanced features like WeChat Payment and geo-location services. Here’s a brief guide on how to handle this process:
- Go to the account settings and click on the WeChat verification option.
- Choose a verification method, either through a text message or the account operator’s Chinese ID.
- Click agree to WeChat’s terms of use.
- Provide all necessary information, including your Official Account name.
- Accounts registered with Chinese business licenses must pay a 300 RMB verification fee. Profiles created with foreign licenses require a payment of around $99.
How much does WeChat Official Accounts Cost?
The cost of registering an official WeChat account varies by location. While setting up an account is generally free, local accounts have an annual verification fee of 300 RMB, and overseas accounts are charged 99 USD annually. These fees ensure the account’s authenticity and access to full features.
Your Trusted WeChat Marketing Partner in the Chinese Market
Creating a WeChat Official Account is vital for any foreign business looking to engage with Chinese consumers. The choice between a service account and a subscription account ultimately depends on your company’s specific needs and long-term strategy.
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At Sekkei Digital Group, we understand the vital role of WeChat in a brand’s digital market entry strategy in China. With our team’s extensive industry experience and local expertise, we can guide you through the necessary steps to make your business establish a strong presence on WeChat.
Whether you intend to open a WeChat service account or launch ad campaigns, we have all the digital solutions you need. Send us a message, and let’s explore opportunities your business can conquer in Mainland China.
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