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What’s the difference: WeChat service vs subscription accounts

By Amy Chan on January 23, 2024

Introduction

WeChat is the most popular social network in China, making it a vital platform for your brand to be active on if you are targeting the country. With over 1.3 billion monthly active users from all walks of life, WeChat is a valuable marketing tool whether your company is B2C or B2B.

To reach your audience on WeChat, you first need to create a WeChat account – but there are actually two different types of WeChat account to choose from: service accounts and subscription accounts.

A common problem we see is companies accidentally setting up the wrong type of account for their business, usually as a result of lack of knowledge about the key differences. So, what are the main differences between service accounts and subscription accounts? Let’s dive straight into it!

What are the differences between service and subscription accounts on WeChat?

In terms of purpose, service accounts focus more on promoting services or products to customers. Meanwhile, subscription accounts are designed for content distribution. They are ideal for sending regular updates and news articles to a large audience.

In terms of visibility, service accounts are more visible because messages appear directly in the user’s chat box alongside messages from other personal contacts, and users will receive push notifications. Meanwhile, messages from subscription accounts are more hidden in the subscriptions folder and followers will not receive push notifications when new content is published.

In terms of the frequency of updates, service accounts are allowed to send only four broadcast messages per month, with each broadcast containing up to eight articles. Meanwhile, subscription accounts are allowed to send broadcast messages every day, with each broadcast containing up to eight articles.

The table below summarises this information:

Should you choose a service or subscription account on WeChat?

I would say that ultimately the choice between a subscription account and a service account really depends on your specific business model, your company goals, your content strategy, and the level of interaction you wish to maintain with your WeChat followers.

Service accounts are ideal for companies wanting to provide customer support and have more one-on-one communications with customers. You can push notifications to users (e.g. order information and booking information) directly into their inbox. Also note that a service account is the only type of account that allows you to use WeChat e-commerce and WeChat Pay features, so it is ideal for businesses that want to focus more on e-commerce.

Example #1: You are a food and beverage company that is seeking sales on WeChat. You are aiming for a higher level of interaction with your customers, and your content is mostly promotional. A service account is most appropriate for you.

Meanwhile, subscription accounts are more suitable when your primary goal is to provide information on a high-frequency (daily) basis. Subscription accounts are designed to provide more frequent yet less intrusive content. Maintaining a regular presence in your audience’s WeChat subscriptions folder helps with raising your brand awareness and contributes to brand authority.

Example #2: You aim to deliver daily, up-to-date content. Your content is mostly educational and informative, rather than trying to drive immediate action. A subscription account is most appropriate for you.

Need help setting up your WeChat account?

I hope this blog post has been a useful explanation of the key differences between service accounts and subscription accounts on WeChat.

If you would like assistance setting up your company’s official WeChat account, reach out to Webcertain today! Our friendly team of international social media marketing specialists will be happy to help.

Want to learn more?

This blog post is part of a series on WeChat marketing. Check out the others below:

You can also read our full-length guide to marketing on WeChat here. From reading this guide, you will learn:

  • what WeChat is
  • how WeChat can help you achieve your marketing goals
  • how to get started on WeChat
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Amy Chan

Social Media Specialist at Webcertain
Amy is a Social Media Specialist at Webcertain. She is an alumna of the Hong Kong University of Science and Technology, where she majored in Marketing and Operations Management. Following graduation, she dived into the world of marketing, starting her journey as a Marketing Executive in local startups, before making her mark in international companies. These experiences have been instrumental in shaping her expertise in digital marketing campaign management. Amy’s diverse background, coupled with her education and professional experiences, positions her as a versatile and adept professional in the ever-evolving landscape of digital marketing. Originally from Hong Kong, Amy is now based in Japan.

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