WeChat is one of the most widely used social media and instant messaging applications in China. Both domestic and international brands and media frequently use official accounts, known as WeChat Public Account (公眾號), for brand promotion and content distribution. WeChat Official Account is divided into two types: Service Account and Subscription Account. Although they share some functional similarities, the core purposes and audience preferences are distinctly different. In this article, we will walk you through the key differences between these two types of account.
Service Account (服務號)
Service Account are suitable for businesses and organizations that need to engage in-depth with their followers. The quota of push messages is limited to 4 times per month, with a maximum of 8 article blasting per message. These push appear in a separate chat window on the user’s chat home page and could significantly increase the reach and visibility of the articles. For brands looking to establish a multifaceted online presence and build closer relationships with their followers, Service Account is the ideal choice.
Subscription Account (訂閱號)
Subscription Account, on the other hand, focus on delivering a high volume of content to users frequently. They are mainly used for publishing daily updates such as news, trends, announcements, columns, and other informational content. Subscription Account can push messages once a day, with a maximum of 8 articles per message. However, these messages do not appear in a separate chat window but are grouped with other Subscription Account in the user’s subscription folder, which requires users to actively open the folder to view the content.
Choosing the Right WeChat Account Type
Regardless of the type of Official Account chosen, brands can use the WeChat platform to establish closer relationships with their followers, convey messages, and expand their brand influence. It is important to note that Subscription Account can only be registered with a business license issued in mainland China, while Service Account support business licenses from both China and overseas (include Hong Kong and Taiwan). We recommend choosing the account type that best fits your situation, needs, and goals.
Service Account: Push messages appear in a separate chat window on the user’s chat homepage.
Subscription Account: All articles from different Subscription Accounts appear in a single chat window within the user’s subscription folder.
| Service Account | Subscription Account | |
|---|---|---|
| Purpose | Establish a multifaceted online brand presence | Publish daily new content |
| Business License | No restriction | Only accept licenses issued in mainland China |
| Push Frequency (up to 8 articles per push) | Four times a month | Once a day |
| Push Messages | Separate chat window | Group subscription folder |
WeChat policies are subject to change at any time. For example, new Official Accounts no longer have comment feature, and overseas companies could only register ONE Official Account. As your partner in China, INITSOC will keep abreast of the latest updates to ensure you receive the most accurate and convenient Official Account application services. Additionally, we can create locally relevant, creative, and visually appealing content tailored to your brand’s needs and target audience, offering professional advice and comprehensive support. Contact us now to start your successful journey in the China market!
