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:

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:

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?

2. Determine the Types of WeChat Account

3. Start to Register

4. Choose the Account Type

5. Verify Your Email Address

6. Choose the Account Region

7. Enter Your Entity Information

8. Account Verification

9. Select Your Username

10. Submit for Verification

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.

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.

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.

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.

Enter a valid email address that can receive WeChat’s verification code.

You should receive a verification email like below:

1. China Mainland

2. Other countries and regions

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).

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.

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.

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.