The two types of WeChat Official are different in many ways: access path, purpose, features, rules, etc… This comprehensive guide is aiming at giving enough information in order to choose between WeChat subscription Account vs. WeChat service Account.
1. 101: what are the different WeChat Official Account types? What are the differences? What are the benefits and drawbacks of each type?
There are 2 types of WeChat Official Accounts, which are relevant channels in an external marketing strategy:
- WeChat Subscription Account / 订阅号
- WeChat Service Account / 服务号
What is WeChat Subscription Account / 订阅号 ?
Content centric consumer activation and interaction. Limited features, but best content reach
- 1 push articles per day
- No push notifications to
users , only a red dot beside the thumbnail - Piling up in “subscription ghetto”
- Content is searchable on Sogou search engine (搜狗)
- Original content can be certified and re-shared by other accounts with mention to the original publisher.
- Revenue from reader “tips” and display ads on articles
- Only frequently read account appear on the top of Subscription screen.
- It works for individuals and companies alike.
What is WeChat Service Account / 服务号 ?
- 4 push articles per month (up to 8 eight articles each time)
- Push notifications send to
users as regular chats - Appears as how regular friend chats display
- Content not searchable on Sogou search engine (搜狗)
- There are more API and JS-SDK access that gives more flexibility to customized development. Eg.: native eCommerce features (shops, coupons and loyalty programs), WeChat login, WeChat payment, QR code tracking, follower input processing, geo-localization.
- The basic menu customizations are available to verified and unverified accounts alike.
To sum up the differences
The type of WeChat Official is defined based on the pre-defined goals behind the Public Account
| WeChat Subscription Account | WeChat Service Account | |
| Purpose | Regular sharing of information and content | Provide a service or tool to customers |
| Access path | From the subscription folder | Directly from the chat feed |
| Push sending rules | Can push once per day with up to 8 articles in each push | Each user can receive 4 pushes per month with up to 8 articles in each push Can send personalized content with the help of CRMs |
| Use case | Produce high-quality (for your audience) content to push on a high-frequency (daily) basis | – push notifications to users (order information, booking information, etc.) – after-sales services – access to a tool to sell online |
All in one place – essential guides to learn the basics
The following reports cover the following scenario:
| Features available | Subscription Account | Service Account |
| Unverified | ✅ | ✅ |
| Verified | ✅ | ✅ |
In the project of opening a WeChat Public Account, verifying it unlocks additional features.
Some unlocked features when the account is verified:
| Subscription Account | Service Account |
| Custom menus Menu interface Survey cards Voucher cards (creation and management of coupons, boarding passes, gift certificates, loyalty cards) WeChat Advertising | Advanced API Push notifications Voice recognition WeChat and 3rd party e-commerce Survey cards WeChat Advertising Online and Offline QR code payments Customer service software for multiple agents Hardware interface |
Here the advanced developer tools when the Service public account is verified:
![Platform features [Grata]](https://wechatwiki.com/wp-content/uploads/wechat-official-account-features-platform.jpg){kind=link}
![Developer interface [Grata]](https://wechatwiki.com/wp-content/uploads/wechat-official-account-features-developper-interface.jpg){kind=link}
Further readings on the different WeChat OA types
- WeChat Official Account Platform | January 2017 [Grata]
- WeChat: the difference between Subscription and Service brand accounts | August 2014 [eConsultancy]
- Infographic | What are the differences between WeChat’s Service and Subscription Accounts? | April 2014 [Grata]
- The Ultimate Beginner’s Guide to WeChat for Business | 2018 [Dragon Social]
2. Other types of WeChat Accounts that can open from the Official Account Platform / 微信公众平台
There are 2 other types of WeChat Official Accounts:
- WeChat Enterprise Account / “WeChat Work” / 企业号
- WeChat Mini Program Account / 微信小程序
What is a WeChat Enterprise Account / “WeChat Work” / 企业号 ?
Office automation system embedded in WeChat and limited access for internal use
- No limit for push articles
- Push notifications sent to the users as regular chat
- Appears as how regular chats display
- Other than API provided to the service account, there is more office-automation-related API access such as to clock in, and to issue fapiao.
- It’s been gradually updated to a separate application named WeChat Work (but also allowed to connect with Wechat)
More information about WeChat Work here: + WeChat Enterprise account: an epic Guide
What is a WeChat Mini Program Account / 微信小程序 ?
Account to develop a WeChat Mini Program
3. FAQ to operate a WeChat Official Account
YES – two ways:
1/ from WeChat Public Account backend: migration feature to change the type of the account
Requirements:
– Subscription Account registered in 2016 or later | account is verified
– WeChat Official Account registered with a Chinese business license/entity
Be careful: upgrading can only be done once
2/ Transfer followers to another WeChat Official Account
Source: WalktheChat
Yes
Yes from July 2018
The content posted by overseas WeChat Official Account were not accessible to the Chinese mainland.
Learn more about the difference between a LOCAL and OVERSEAS WeChat Official Account here