Is your business interested in getting a piece of the more lucrative demographic such as the Chinese market? Do you plan on building a wonderful customer relationship with this demographic? Are you committed in developing and implementing a social media marketing strategy to succeed in this market? If the answer to any of these questions is yes, then you would definitely need a WeChat Official Account.

What is WeChat

WeChat, to put simply, is the dominating social media platform in China. It has over 1.225 billion monthly active users as of 2020, and is still growing. It has penetrated so many aspects of an average Chinese consumer’s daily life - from store payments, hotel reservations, online purchases, gym memberships, to supermarket discounts, and so much more - that one is considered lost without it. It has become so powerful that it is dubbed as the one app to rule them all.

https://lh6.googleusercontent.com/d6Q4m4nBWzMrPfJaQa2ifaj0wVOCgLdhPmNGFhFgdNv9fvluYD9BXKbL10Z1OXNmbI8QrdMejxDuU42TE_XgOvJHMdNZ5mT3_Tfs-Iz9uWbOmuRq3gzBF13aXkZO72UEdBoQHWdw

Source: Statista/Tencent

WeChat Official Account

Naturally, WeChat became a sought-after tool for anyone who wants to increase their visibility and engagement in the Chinese market. A WeChat Official Account, also known as Business Account, or 海外特殊认证的国内服务号, is developed as a public account used by brands to reach their target audience and engage with customers and followers through various contents and WeChat functions. Setting up a WeChat Official Account became imperative for brands that are determined to establish their presence and raise awareness.

At first, it wasn’t easy for a non-Chinese business entity to create an official account. But starting July 2018, WeChat allowed foreign business entities to create, control, and legally own a WeChat Official Account. These official accounts are also visible to all Chinese mainland WeChat users which means foreign companies can communicate, operate marketing campaigns, and engage directly with the Chinese market.

The platform also offers data insights and statistics to help optimize account performance, and mini-programs inside the app (“app in app”) which make content creation and e-commerce features more flexible.

https://lh3.googleusercontent.com/1eak1Yjo-by5Y1V1DFf3ZoQLDrLVTDdbobwZpLrzG1-5_r0o-Hb2QDcZMptK76W_QCpydqK7spVBmlkENflBqI9GNnu9r2T2CD7w0qble3dC6wL67O2p40OAwsfqs1zSMJIcSrQn

Source: Michaelsoft

Things to consider

Cost

  • Registration is FREE, but for foreign business entities, yearly account verification is necessary to be fully activated, which costs $99 USD per year.

Processing time:

  • About 2- 4 weeks

Eligible Countries:

  • Australia
  • Canada
  • Malaysia
  • Singapore
  • Thailand
  • USA
  • And so much more (see full list here)

Documents to prepare:

  • Passport or Driver’s License of the account administrator
  • Phone number (make sure your carrier does not block calls or messages from China)
  • Business license

Types of WeChat Official Accounts

  1. Subscription - more suitable for media, government, organization, and individual publishers who broadcast content to all of the account followers. This type is only available to Chinese entities.
  2. Service account - more suitable for businesses and organizations. A verified Service Account can activate WeChat Pay and other advanced functions for e-commerce. This is available for foreign entities.

The 14-step process

The registration process may be more daunting than the average social media platform that you’re used to but don’t fret, here’s a step-by-step guide to help you through it.

Step 1:

Click this link: WeChat Official Accounts to be directed to the platform. It’s default language is in Chinese (Simplified) but you can change the language in the top right corner to English. Then click “Register now” to start.

https://lh4.googleusercontent.com/HIPqLCED_mJosAj6xbgfeEPPlQa21SwCMqf_egRv70_RkE2jJpgxy8I5baGgCEKni-jUc5OKjkqPtCvVXKQgYx1-EE7R85HCCsml062G4Qk0Is846mOKK-jxoYz804nJDfbtMvDf

Step 2:

Select the account type. As a foreign business your only choice is a service account.

https://lh6.googleusercontent.com/xlZgQ2aq-yjmdd89uITlDSi979wtdWcPuBX4OI3JvELSdkn-D9iKPmkZqeP_DHYPx7LgPCpSAbiz6bxKLcTD1QZqJyrhnMbDL5EK1xMWGsKLlFBYlGmLATyGmqQuoIcC4Cwaf4o5

Step 3:

  • Enter a valid email address that has not been registered with any other WeChat Official Account.

https://lh5.googleusercontent.com/ctdp6EZUqwcKgd_Q_jbYh2dVPr0timPjF-X0PdnCph5cUz4TXtWwNgtpg_-Vjsv98Mv75m49T9cQsxEJi2ZI8coB7GaGgxYCiUrg2R_BRLsVZ_bC9KS85lV5-Wzh3SiRs3KJJoUK

  • Click “Send Code” to receive a six digit verification code to this email. You will be asked to enter a captcha to verify you’re not a robot.

https://lh6.googleusercontent.com/EaXTzfUfH8PZQCS0q697ympjyOX0ST8Qa29_Ih0xrk5ejuoAPXlD1ouFKGmtgw7C-X-CEckLT2OspPucqgwpKXkALVkgAyYixTWtZZLrMK9LSqekjiBCeRD4Toxe1jxzbNXmhVXg

https://lh5.googleusercontent.com/uAhTwaWpLNc5D-Pp2mXlxbKAoWZkDG_MGtOaWzqtbNNAaQg3H3nM-pAsAW54J7EeiZLMy-C1t7Ty7cyQyz7MnqeaVqq2DjOJkXTvF2ne2BkBwjO7PHBmhByK-8Kv5uK09wDNmwR6

  • Setup a secure password and confirm password.
  • Feel free to read the terms and conditions and check the box to certify that you agree with and will comply with the WeChat Official Account terms and conditions.
  • Click “Register” to continue.

Step 4:

  • Confirm your country. You can select from the options or type in your country

https://lh4.googleusercontent.com/kkSig2W8PB4NvnCSQyTH8LYQHnGbGbePecisPXZDY8wydLQ6zUV9jTTikrxjomzrW9DNbbIplXsZnmYjrBPaffyEjEq193uYmygtDfr7IcWa7pqmbeUmRKA2-n6Qck_2UvzvVwiX

  • Double check that you have chosen the “Service Account” and click “Select & Continue”.

https://lh4.googleusercontent.com/Koo1WBoBreOV3DrdUAH9FMwe-5Z_eEr-C4VypTTyW3DXH4qTOPEdBMjZCxHgGuwDcJ9yMW-lzUJW_11d68049Gew2zsbNACON8_ZOEjmmwGsCseBeAD7TV-3DatVTIfp1m0kkRMf

Step 5:

  • Fill in the company information: Confirm your Company Type, Company Name, and Company Registration Number.

https://lh6.googleusercontent.com/aaCd85o3F1HIFvZL0iTT8b3CQ0iH92S1rrS5JosD_hRe8e3P_H6LDa3plsocjuv9QZqY8ETpVeqDSoj_Ax8f_EoBhQVU5px7QZHoCBFALdxDmyUwrGr1gcy_hNPJyGIRNftIZ75n

  • Also enter the Account Admin Information: Admin’s name, Mobile Phone number, SMS Verification, ID number. The next part 创作者信息（选填 translates to “Creator Information (Optional)”. Once all the information are filled in, click “Continue”

https://lh4.googleusercontent.com/aE5SCEad7tzmXloW4maXQArljVKkpPASFKfBgZN6KzgSliwzuVGJRLKa7xLIzCeK1q98L_Mz2sYQybdf9DY4yKr39SMgzmNJEiO07Y_PnphgtXdDX-c0sowZOD6R8WJlNo8aq07z

Step 6:

Make sure all the information is correct. Click “Confirm” to continue.

https://lh6.googleusercontent.com/WIglvkloUCyO3XJYE05ZcwoOwF28jnPyreQcEIDEr--evjt8iTQtjuEeH1YXakQwAuy0va-bZfynSeeWvKCUAd_-WkRMpgjLd-3KAvtfSSPuVJLGWTwxaiSSs1ucT5Iytrbz5v6G

Step 7:

Create an account profile. Enter an account name, a short description, and the country where your company is incorporated. Once validated the account is created.

Please note of the following:

  • Chinese and English characters can be mixed for the account name
  • Special characters are not allowed
  • There is a character limit

https://lh6.googleusercontent.com/T2dO1BNPNRL_BnyiNlwpl0lChopNAIvXXDUhbKSQMh6KeVeZdVG2m4sR15b0h8mxOrSBhkGdzWthZfup1NMJZDhBek-e4EeS-jig_rLgeCJOxKqN3_Gte2j-jS8hys0uA8eoLojI

Step 8:

Verify your account. This step is highly recommended as most functions are not enabled without verification and if the account is not verified within 30 days, your Official Account will be cancelled.

Start the verification process by clicking the “Enable” button.

https://lh5.googleusercontent.com/-aYmyG_TFvWpfGPBfeOI5iXVyIyED47toK3vxlZBgyUUxwdaXDD0dxopeKnBJQkGmv0s-D3RMJ5ZH1JvlcRZi59eUkKAb1BDIu5PA08JKf2BnwQS4DuIaZvdbx83wqWc1v74r_rY

Step 9:

The next screen will show you all the information and documents to prepare. Download the official Application / Verification letter document. It is highly recommended to download and complete them in both Simplified Chinese and English versions.

https://lh4.googleusercontent.com/y320-EIWbpbJ_dhRa9Oh19JSxCxpLCp0-OUb-qAlq4s2ppgn0H_ETTVFhfi6zsKjRzqTD8W2u57GFp427qxTkFMntXTTWLrxdfpug_dQGg_MFVo9S9u13bYZCdhKtmot9_9v43dh

Step 10:

Fill in and review the official application / verification letter document. Below is an example of this document but please note that this document changes regularly so your verification letter might look slightly different.

Please take note of the following:

  • Make sure to write all names exactly as on the official company documents and passport. You might be asked to redo the verification letter if the information is not fully clear or not matching your documents.
  • Make sure the document is signed by an official legal representative of the company and the contact person of the account
  • It is highly recommended to add a company stamp or chop if available.

https://lh6.googleusercontent.com/ES9WVgiA3OdICWfeCoKt3IOjd7HM-HyjD6_gNF06LWU7JYYospDZZOhFUnGQAQFPUwAaaYGvPHKPYWF1u0fFezwsz8EMqv5zUFJ_Qvbi6haVGqqpVC5gEg40-VvBVJUGHWCKVoaR

Step 11:

Fill in all your company and admin information again and upload all the requested documents.

Input more detailed information about the business and the contact information for the verification process. This contact information for the verification process may be different from the admin’s info entered in Step 5 since this is only for the verification process.

Requested documents:

  • Business license
  • Copies of ID/Passport/Driver’s License
  • Contact’s mobile phone statement / bill
  • Official application / verification letter

Please note:

  • These documents must be uploaded in English. Otherwise, you might have to get them officially translated or notarized.
  • If you use a passport as the contact person’s ID, you can upload the same passport copy twice for the front and back, instead of uploading the backside of the passport.
  • Mobile phone statement / bill has to include the company name, phone number, and a minimum of 3 month payments.

https://lh4.googleusercontent.com/6u0wooNNxTiUGgYEkoSE7HoGSXXh6ahm5He7oC1yOBmdZxLKAXh61hUy9tDNlbr3ygaN5jExnTXiXCj2Rm8uc_4K0GnQlg27dUUkXS2VURWz7qH0XInoyIhcFCPvc6MZAd9zmLIm

Step 12:

Enter your chosen account name again. If you have a trademark for your chosen name, select the option. Otherwise, select “custom name” and continue.

https://lh3.googleusercontent.com/i4WfMW_L5EM1mhz-KhSBnhVVnilyB6jegJvmsC3MivBXWEb6gf6uI-Kk4px2jhkleEJKltlVeub2HD5sK1QQvlH-10Tbi85QobBC1IQ1Sl7r28bCj4qn4-yMlYCa8zqzT6TveOOp

Step 13:

Choose between receiving an electronic invoice or not. If you opted for an electronic invoice, you will receive it within 10 working days after passing the verification.

https://lh5.googleusercontent.com/R4R6bwp3S7fKIqIHahsW73xU82EdvB9gdB0r0sYgFjueWnZweXe8V5YqLgGsn41fbD0rCeQTX9Agf0EOuuHKWmm_LPnJBwET8mqM4Nv3Hon8oqGhAHKfN8HNXjx5-C73LGcrJmTS

Step 14:

Send your payment for the verification fee of $99 USD. You can select between “WeChat Pay” or “Credit Card Payment” as your payment option then click “Pay”. If you choose “WeChat Pay”, you need a working WeChat Pay account and you’ll have to scan the QR code.

https://lh6.googleusercontent.com/7tFt_eHvftlTATiBvSi2WueuvDbyfM8ZrDCEBMvNuZaS-ljSgPCwIpbAq_dyiOIUBg4kkY83By_OVnpH-PgDj1wiu_lVZTpJB-kG19Pzls6Ctf64c-MSCzBE0sHrwxgKfgJnuvkk

https://lh6.googleusercontent.com/Qtma18-Gcdahb6QAHsnwLIEaDVSQUOx43WHnVMJIJY0OywFliBsEvPwoid1wy5kiai1E1FJbHOhzgLjvS5QMW0XeNFdk5D7-PrHqDmtlUp0_hzJoVIMc61WoNI3MMWm_YtLOO7P5

https://lh3.googleusercontent.com/bwzrH5NwwGcMLBniFNe0qBKbhOdinRlPGbXhiIUUq2hmjr8JFE0kdkQGGh57OVOYGSb2ubnHMtApmMwwsVJ_KDIkrPfBLYwnjAv1BhB0EVpg61iURqPjtsmnORSmYB3MjaBGqoSm

Congratulations! You have submitted the verification application and the WeChat team will review your application. During this review, you will be contacted by phone during Chinese working hours to confirm the provided information (most of the time they are able to speak sufficient English).

An alternative way to create a WeChat Official Account as a foreign business entity is using a 3rd-party Chinese business license.

If you have a trustworthy China-based partner with a legal Chinese business entity, they can create an account on your behalf. This would allow access to the full capabilities of a domestic WeChat Official Account including the Subscription type account. However, the risk to consider is that the third-party China-based entity will have control over your followers.