WeChat Subscription vs. 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 4 types of WeChat Official Accounts

What is WeChat Subscription Account / 订阅号 ?

subscription account wechat features

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

What is WeChat Service Account / 服务号 ?

service account wechat capabilities features
  • 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

What is a WeChat Enterprise Account / “WeChat Work” – 企业号 ?

entreprise account wechat capabilities features

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 about Enterprise Accounts here: + WeChat Enterprise account: an epic Guide

The type of WeChat Official is defined based on the pre-defined goals behind the Public Account

Use cases with Subscription Account:

  • produce high-quality (for your audience) content to push on a high-frequency (daily) basis

Use cases with Service Account – the goal with this type of Public Account is to provide a service or tool to customers:

  • 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:

2. FAQ to operate a WeChat Official Account

Can I switch from Subscription Official Account to Service Official Account?

YES – two ways:

1/ from WeChat Public Account backend: migration feature to change the type of the account

– 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

Do you need a Chinese company to accept payments over WeChat in mainland China?


Are the articles published by overseas WeChat Official Account be visible to all Chinese mainland WeChat users?

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

Updated on 2020-01-16

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