WeChat APP: glossary, lexicon & definitions to learn the basics right


When taking the WeChat APP, there are a lot of jargon and buzzwords. Let’s define WeChat APP related vocabulary with this comprehensive lexicon. So everyone can fully understand Wechat products and tools available in the ecosystem in order to speak the same language.

Wechat application glossary: general terms

What is WeChat APP / 微信 / Wēixìn?

WeChat, or 微信 (Wēixìn), meaning “small message”, is a Chinese social media APP.

In October 2010, the app was conceived at the Tencent office in Guangzhou, Guangdong Province.

Tencent released the first version on January 21, 2011.

There are 3 main sections in WeChat APP:

  • Chat
  • WeChat Moments
  • WeChat Wallet

It’s the most widely used Chinese social media platform whose capacities are:

  • instant messaging
  • social entertainment
  • share photos on WeChat users’ feed
  • lifestyle recreational features including “Games” and “Sticker Gallery”
  • e-commerce and mobile payment services
  • and many more that WeChat Wiki help to explore

Considered as the swiss army knife of all the Chinese mobile apps, it brings about a mobile digital lifestyle on an easy-to-use app.

Equivalent in the Western online ecosystem

It offers functions similar to WhatsApp, Skype, Twitter, Instagram, Facebook, Apple Pay and more the hood of a single mobile application. s

WeChat Moments / 朋友圈

Section of the APP to enable users to post text, photos and/or video to share with their friends.

Synonyms that can be found online and offline

  • WeChat social timeline
  • WeChat User Feed
  • WeChat News Feed

This feed is different from WeChat Channels which is a short-form video feed.

Equivalent in the Western online ecosystem

Facebook Timeline or Instagram feed

For example, sales associates in China frequently uses WeChat Moments to develop and maintain relationships with clients and potential customers.

WeChat Channels / 视频号

Learn more about WeChat Channels: + WeChat Channels: a comprehensive guide

Synonyms that can be found online and offline

  • WeChat Video Account
  • WeChat Video Channels

Equivalent in the Western online ecosystem

  • Tik Tok

WeChat APP Marketing

WeChat Open Platform / 微信开放平台

A platform built within WeChat as an over-arching account for businesses to connect each of their WeChat-integrated pieces of services:

For example, it connects your APP or website to WeChat’s mobile services such as WeChat Login and WeChat Pay.

This platform offers enterprises a framework to create original consumer experiences.

Official Account Platform / 微信公众平台

A platform built within WeChat which enables individuals or business to push marketing campaigns and service-related content to their followers/audience through multiple types of functions

Currently, the Official Account Platform includes 3 types:

WeChat Official Account

Abbreviations that can be found online and offline

  • WeChat OA

Synonyms that can be found online and offline

  • WeChat Business Account
  • WeChat Account for Business
  • WeChat Brand Account
  • WeChat Public Account

Basic functions to build the audience:

  • group message
  • comment management
  • voting
  • automatic reply
  • customized menu
  • customer service
  • original statement
  • and many more as the WeChat team keep adding new features to help brands…

Equivalent in the Western online ecosystem

  • Facebook page

WeChat Enterprise Account

Abbreviations that can be found online and offline

  • WCW

Synonyms that can be found online and offline

  • WeChat Work
  • WeChat at Work
  • Corporate Account

Equivalent in the Western online ecosystem

  • WhatsApp + Slack

WeChat APP Message: Auto Reply

This is an automatic message responding to the user’s action (user sends a message or/and triggers an event in the WeChat Official Account).

This instant reply is configured with the WeChat Official Account.

Eg. the user’s action can be defined as sending a message with keywords. Then it triggers a preset auto-reply message based on these keywords.

This message type can be relevant to FAQ matters.

WeChat APP Message: Service Center Message

When a user interacts with a WeChat Official Account (eg. accessing the account and clicking on the custom-defined), it can send the user as many as five messages over the next 48 hours.

This message type is commonly used for Customer service purposes.

WeChat APP Message: Template Message

WeChat Service Official Account can push out notification displayed within the Official Account thread screen.

Service accounts can send an unlimited number of template messages to their followers.

These push notifications aim to give users transactional information:

  • Payment confirmations
  • Booking notifications
  • Order status
  • Abandoned cart reminders
  • Limited-time Coupons
  • Coupon expiration Reminder
  • Loyalty Status/Membership Points

The format and the content of these notifications must be based on pre-defined and industry-specific templates provided by WeChat.

Further reading about WeChat Template Messages

Wechat glossary: WeChat APP Solutions & Products

WeChat H5

Third-party Web-based Application powered within WeChat in-app browser

Synonyms that can be found online and offline

  • WeChat in-app browser optimized web application
  • WeChat site

WeChat Mini Program / 微信小程序

Abbreviations that can be found online and offline

WeChat MP

Synonyms that can be found online and offline

  • WeChat Light APP
  • WeChat Instant APP

Equivalent in the Western online ecosystem

  • PWA

The Hardware Platform / 微信硬件平台

A platform built within WeChat which enables businesses to connect WeChat to devices like smartwatches, smart toys, etc.

The Smart Platform / 微信智能开放平台

A platform built within WeChat which enables businesses to utilize WeChat’s artificial intelligence tools, such as image, video, or voice recognition.

Wechat glossary: Advertising terms


Number of times an Ad been shown


Number of viewers


Thumb up


Leave message


Forward to friend


Press the photo/link/copy, etc


Number of actions been done by viewers (Like + Comment + Share + Click)

Canvas Engagement

Engagement of the landing page(number of times the video play +button click)


Number of new followers


money spending




cost ÷ engagement


cost ÷ follower


cost ÷ click


cost ÷ action


click ÷ impression×100%


follower ÷ click×100%

Wechat glossary: development jargon


The unique encrypted WeChat ID generated for each user within the Official Account Platform (including WeChat Mini Program).

Users are identified with a separate OpenIDs corresponding to the different WeChat OA that they follow.

With an OpenID, the following user info can be retrieved:

  • Nickname
  • Profile photo
  • Gender
  • Location (city, province, country)
  • Language
  • Subscribe time (the latest subscribe time)
  • UnionID
  • Remark (set by OA operator)
  • GroupID (set by OA operator)
  • Tags
  • Subscribe source (e.g. OA search, OA migration, OA card share, QR code, payment page)
  • QR code scanning scenario
  • QR code scenario description


The unique ID generated for each user across the different WeChat-integrated pieces (mobile applications, web-based applications and OAs) under the same WeChat Open Platform account.

WeChat login authorization

WeChat login for third-party applications is based on the OAuth 2.0 standard (OAuth 2.0 is the industry-standard protocol for authorization).

Silent Authorization

Silent authorization means users will be automatically redirected to the configured business page without an authorization prompt.

Updated on 2020-05-27
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