WeChat has grown into the biggest and most influential social network in China, with 1.132 billion monthly active users in Q2 2019.

 

When you are thinking through your WeChat strategy, one of the first tough decisions to make is to pick between subscription account and service account. This choice is important as it will shape your content marketing strategy.

What is the difference between subscription and service WeChat public accounts?
Subscription Account: Provides a new means to propagate information for the media and individuals, building better communication with readers and a better management model.

Service Account: Provides more powerful business services and user management capabilities for businesses and organizations, quickly helping companies to use the Official Account platforms to offer services to users.

At first sight, there is one major difference between subscription and service accounts:
- Subscription accounts are less visible and can send one message per day.
- Service accounts are more visible but can send only four messages per month.

 

 

There are much more differences between subscription and services WeChat public accounts. You can find a list of these differences in the table bellow.

 

Conclusion
Subscription accounts are a good choice for companies or individuals for which content is the core service provided to customers: ability to publish daily is a key feature and other features provided by the account are more limited.

Service accounts are more appropriate for companies aiming at providing a wider set of services through WeChat: customer service, e-commerce, games, or other interactive feature. Content can be provided but it is not the core service.