How to Register a WeChat Official Account
The WeChat Official Account, also recognized as a Public Account, Business Account, or 微信公众号, has emerged as a formidable channel for social media marketing, enabling businesses to effectively connect with their desired audience.
In this guide, we'll delve into the essence of what a WeChat Official Account entails, explore its functionalities, and provide a step-by-step overview on how overseas businesses can register and verify their WeChat Official Account.
Let's embark on this journey.
What is WeChat Official Account?
WeChat, developed by Tencent, is far more than just an instant messaging application; it's a comprehensive social networking platform that seamlessly integrates various aspects of digital life.
It offers an array of services including text messaging, voice and video calls, moments (a feature similar to a news feed), mobile payments, and much more, making it an indispensable tool in the daily lives of millions.
The WeChat Official Account is a distinctive feature within this ecosystem, designed for both individuals and businesses. These accounts enable entities to register and disseminate updates or promotional content directly to their followers within WeChat.
This functionality not only enhances the visibility of the account holder but also fosters a direct line of communication with their audience, allowing for a more engaged and interactive relationship. Whether for marketing, customer service, or public relations, WeChat Official Accounts serve as a versatile and powerful platform for reaching and engaging with users in a dynamic and personalized way.
How does WeChat Official Account work?
The functionality of a WeChat Official Account bears resemblance to that of a Facebook Page, with the key difference being that content delivery occurs within the WeChat mobile application, adopting a more conversational tone and format.
For instance, consider the WeChat Official Account of Evernote:
WeChat of Evernote China
When you compose and publish an article through your WeChat Official Account, it becomes instantly accessible to your followers directly within their WeChat app. They have the option to engage with your content by reading the article, expressing their approval through Likes, sharing it with others, or initiating a conversation by leaving a comment. This interactive ecosystem fosters a dynamic and engaging platform for content dissemination and audience interaction.
How to Register a WeChat Official Account
Only companies and organizations registered in Mainland China are eligible to apply for WeChat subscription accounts and access advanced protocols.
However, other countries and regions, including Hong Kong, Singapore, and Malaysia, now receive official support. Nonetheless, businesses based outside of Mainland China are limited to registering for service accounts only.
WeChat Official Account Fee
For businesses outside China, WeChat charges a 99 USD verification fee.
The account types that an organization can register vary per area:
| Region | Account Type |
|---|---|
| China Mainland | Service Account, Subscription Account |
| Others | Service Account |
If your registered address is not in one of the areas above, I highly recommend resorting to a WeChat marketing company for help. That’s going to save you a lot of time and money.
Please note only accounts registered at https://mp.weixin.qq.com will be visible to China-based WeChat users. The WeChat Admin Platform (https://admin.wechat.com) is for international users and isolated from China Mainland. WeChat users in China are not able to follow accounts created there.
Below is a step by step guide to registering a WeChat Official Account:
1. Individual or Business?
WeChat accounts can be registered either as an individual or a business entity.
For Individuals:
- A valid Chinese ID card
- A Chinese bank account
- A Chinese mobile phone number
- An existing personal WeChat account
Note: A single Chinese ID card is limited to registering up to 2 WeChat Official Accounts.
For Businesses:
- A valid business license
- An associated bank account
- A mobile phone number
- An existing personal WeChat account
The personal WeChat account will serve as the administrator for the newly registered WeChat Official Account.
Note: Each business license is allowed to register and verify up to 5 WeChat Official Accounts.
2. Determine the Types of WeChat Account
Before registering a WeChat account, you need to know which type of WeChat account you need.
WeChat offers three distinct types of accounts: Service Accounts, Subscription Accounts, and Mini Programs.
Each account type comes with its own set of features, allowing you to select the one that aligns best with your social media marketing strategy in China.
It's important to note that a Mini Program functions more akin to an app rather than a traditional social media account. Therefore, we will not delve into Mini Programs in this discussion.
|
|
Subscription Account |
Service Account |
|---|---|---|
| Visibility and Content Delivery | Appears in a dedicated "Subscriptions" folder, potentially reducing visibility. It's designed primarily for content publishing and allows daily broadcasting to followers. |
Appears directly in a user's chat list, ensuring higher visibility. It's geared more towards service and customer engagement, allowing only 4 broadcasts per month.
|
| Functionality and Features | Focused on information dissemination and content sharing, making it ideal for media outlets or content creators looking to maintain regular engagement with their audience. | Offers more advanced features, including custom menus, auto-replies, and integrated e-commerce capabilities. This makes it suitable for businesses seeking to provide services, customer support, or engage in sales directly through WeChat. |
| Intended Use | Best for entities that prioritize content delivery and wish to establish a content-driven relationship with their audience. | Suited for businesses and organizations that require a platform for customer service, CRM, and transactional functionalities. |
| Audience Interaction | While it supports basic interaction, it's primarily one-way communication from the account to the followers. | Encourages two-way interaction, allowing businesses to engage more deeply with customers through personalized services and responses. |
In summary, Subscription Accounts are optimal for regular content distribution and maintaining audience engagement through articles and updates. In contrast, Service Accounts are tailored for businesses looking for a comprehensive tool to support customer service, CRM, and sales activities directly within WeChat.
3. Start to Register
After deciding on the registration entity (individual or business) and the type of account (Service or Subscription) you wish to set up, you're ready to start the application process.
For the purpose of this guide, we'll proceed with registering as a business. Note that the application process for individuals follows a similar, albeit simpler, procedure.
Begin by visiting https://mp.weixin.qq.com/?lang=en_US and select "Register now" to get started.
4. Choose the Account Type
Select the account type that aligns with your strategy. If you're unsure about which account type to choose, consider revisiting the "Determine the Types of WeChat Account" section of this post for guidance.
If you are still not sure, just shoot us a line, and we are happy to give a hand.
5. Verify Your Email Address
Enter a valid email address that can receive WeChat’s verification code.
You should receive a verification email like below:
6. Choose the Account Region
China Mainland
Other countries and regions
7. Enter Your Entity Information
The necessary information you'll need to provide consists of the Company name, Company registration number, the name of the WeChat admin, a valid mobile phone number, and the admin's ID number (which can be an ID card, passport, or driver's license).
8. Account Verification
After completing the process above, now you need to conduct account verification to prove you are a legitimate business.
There are three verification methods: verification of legal representative, verification via payment, and WeChat verification.
|
Verification Method |
Requirements |
Notes |
|---|---|---|
| Verification of legal representative | Requires the ID card and personal WeChat account of the legal representative of the company |
Appears directly in a user's chat list, ensuring higher visibility. It's geared more towards service and customer engagement, allowing only 4 broadcasts per month.
|
| Verification via payment | Requires a company bank account | Offers more advanced features, including custom menus, auto-replies, and integrated e-commerce capabilities. This makes it suitable for businesses seeking to provide services, customer support, or engage in sales directly through WeChat. |
| WeChat verification | Requires a personal WeChat account | The most common and fastest method. Shifu recommends this method. |
9. Select Your Username
For a smoother verification process, it's advisable to use a name that includes your brand name.
In some cases, WeChat might request additional documents, like a trademark certificate, to prevent brand misuse and trademark infringement.
10. Submit for Verification
Now that everything is prepared, you can submit your documents to WeChat for verification. This process typically takes one to two business days.
Please note that you can start making basic adjustments in the account admin panel, such as updating your profile photo. This is an excellent opportunity to explore the backend and get acquainted with WeChat's functionalities.
Need Assistance?
Registering a WeChat Official Account might be more challenging than anticipated. If you prefer not to delve into the process yourself, SEO Shifu is here to assist.
Should you have any questions or feedback, we're keen to hear from you. Feel free to leave a comment below.