WeChat Subscription Account

• Usage: Primarily for regular sharing of information and content to followers. Posts from Subscription Accounts are stored in a “Subscriptions” folder within the "Chats" tab, which groups all posts from accounts the user follows into one centralized location.
• Push Notifications: Users do not receive notifications directly; instead, a red dot appears beside the account’s thumbnail when new content is available. Subscription Accounts can send one push per day, with each push containing up to 8 articles. The top 2 articles are displayed in the feed, while the rest can be accessed by clicking on the post.
• Content Focus: Subscription Accounts are designed for brands or businesses that want to engage users with regular updates, information, and articles, often of a more editorial or informational nature. These accounts are more suited for long-term content strategies, publishing high-quality content frequently.
• Visibility: Subscription Account content remains searchable on Sogou (搜狗) search engine, which allows greater visibility beyond the WeChat ecosystem. Original content can also be certified and reshared with credit to the original publisher.

WeChat Service Account

• Usage: Geared towards customer service, e-commerce, and more interactive, high-touch services. Service Accounts appear directly in the user's main “Chats” feed, making them more visible and prominent alongside messages from friends and groups.
• Push Notifications: Service Accounts can send four pushes per month, with up to 8 articles per push. Unlike Subscription Accounts, the push notifications from Service Accounts arrive as a regular message in the user’s chat list, allowing for personalized content delivery with the help of CRMs and other tools. This can include order updates, booking confirmations, and after-sales service messages.
• API & SDK Access: Service Accounts offer more API and SDK integrations, which enable businesses to build customized functionalities, such as e-commerce, WeChat Pay, QR code tracking, and more. The ability to build native features like online stores makes Service Accounts particularly useful for businesses with customer service or sales needs.
• Menu Customizations: Both verified and unverified accounts can access basic menu customizations, but verified accounts unlock more advanced features, including custom menus, voucher cards, and WeChat advertising.
• Content Searchability: Content from Service Accounts is not searchable via Sogou, meaning that the content is limited to visibility within WeChat itself. However, Service Accounts offer more control over user engagement through direct communication and e-commerce integrations.

WeChat Updates and New Features:

1. WeChat Channels Integration: With the rise of WeChat Channels, businesses using both Service and Subscription Accounts can now link short videos or live streams from WeChat Channels to their accounts, enabling richer content formats and engagement opportunities.
2. Improved CRM Tools: Service Accounts have further integrated with WeChat’s CRM systems, allowing for more sophisticated personalized interactions with customers, especially in the areas of after-sales support and loyalty programs.
3. Mini Program Integration: Both Subscription and Service Accounts now have enhanced Mini Program integration, allowing brands to connect users to mini-apps directly through their official accounts for seamless experiences like shopping, booking, and customer service.
4. WeChat Work: Some businesses are now using WeChat Work (企业微信) alongside their Service Accounts to provide more structured customer service and internal team communication, enhancing the Service Account's customer engagement capability.

When deciding between a Subscription Account and a Service Account, it’s essential to consider your business goals. If your goal is frequent communication and content sharing, Subscription Accounts are ideal. However, for businesses focused on e-commerce, customer service, and high-value interactions, Service Accounts offer more comprehensive features.

If you wish to know more about WeChat Marketing or China Marketing, Get in touch with us for more information—we’re ready to help your business thrive in the digital world!