This document provides information about different types of WeChat accounts and how to set them up. It discusses the differences between service accounts and subscription accounts, including allowed functions and message limits. It also describes the verification process for WeChat accounts, including required documents like business licenses and operator ID. Finally, it explains how to set up features like menus, keywords responses, and rich media messages within WeChat accounts.

1. By CruiSo Digital Solutions Limited
WeChat 101

2. WeChat Account Differentiation
2

3. Basic comparison between service account and
subscription account
The information and idea contained in this document are
proprietary assets of CruiSo Digital Solutions Limited. All Rights
Reserved. 3
Service Account Subscription Account
Message Blasts # 4 messages / month 1 message / day
Message notification Yes No
Menu Bar Yes Yes
Connected to Open
API Open to all 9x API Limited access
Subscription
account folder
Service
Accounts

4. Comparison on major functions and requirement
The information and idea contained in this document are
proprietary assets of CruiSo Digital Solutions Limited. All Rights
Reserved. 4
Verified Service
Account
Service Account Verified Subscription
Account
Subscription Account
内地BR 香港BR 内地BR 香港BR 内地BR 香港BR 内地BR 香港BR
微信认证 √ ✖ ✖ ✖ √ ✖ ✖ ✖
微支付 √ ✖ ✖ ✖ ✖ ✖ ✖ ✖
多客服 √ √ ✖ ✖ √ √ ✖ ✖
摇一摇周边 √ ✖ ✖ ✖ √ ✖ ✖ ✖
卡券 √ ✖ ✖ ✖ √ ✖ ✖ ✖
广告主 √ ✖ ✖ ✖ √ ✖ ✖ ✖
原创功能 √ √ √ √ ✖ ✖ ✖ ✖
评论功能 √ √ √ √ ✖ ✖ ✖ ✖
投票功能 √ √ √ √ ✖ ✖ ✖ ✖
内文放置链接 √ ✖ ✖ ✖ ✖ ✖ ✖ ✖
H5活动 √ √ √ √ √ √ √ √

5. How to test whether it is an overseas account
• Broadcast
5
Hong Kong audience Mainland audience
- Can follow the account by search - Cannot search out the account
- Can only follow the account by
other users sharing the name card
- Can receive the welcome message
and keywords reply
- Cannot receive welcome message
or keywords reply
- Can receive the blast message - Cannot receive any blast message
- Can only read the message by view
history
- Can receive text/ multi media
message/ H5 page through menu
bar
- Can receive multi media message/
H5 page through menu bar
- Domain = admin.wechat.com - Domain = mp.weixin.qq.com

6. WeChat OA upgrade
• Subscription account: Personal
account/ Corporate account.
• Personal account cannot upgrade to
corporate account
• Service account: usually can only be
corporate account, since Nov 2015,
personal subscription account can
upgrade to service account.
• Seldom personal account choose to
upgrade cause frequent exposure is
the key to earn more followers.
• Corporate subscription account can
upgrade to Corporate service account.
6

7. WeChat Account Set Up and
Verification
7

8. WeChat -审批文件和要求
所需附件详情
• 1.营业执照
• 2.组织机构代码证
• 3.运营者身份证正反面照片各一（手机拍照即可）
• 4.运营者手机号以及座机号（不需图片，仅提供号码即可）
• 5.微信认证申请公函
• 商标权认证，除了以上附件还需要：1.商标注册书；2.商标授权书；
3.公证处或执业律师开出授权书法律证明文件。如果商标是国外就
需要1、2，而3就变为当地领事馆开出的证明文件。
• *注意1、2、5需要在空白处注明“微信认证”以及在手写字上盖印
营业执照对应公司章。
With China BR
有内地营运执照

9. WeChat – For targeting Mainlanders without
China BR.
• agency can try to create local WeChat Account by providing the information of
the agency
9
1、运营者身份证名称，是指运营者姓名。
2、运营者- 中国内地年满18周岁的身份证进行信息登记
（不包含港、澳、台湾）；
3、运营者 - 中国内地的手机号码（不包含港、澳、台），
其它国家的手机号码暂不支持。
4、同一个公司可以注册和认证50个公众号，其他类型组织
同一个机构可注册和认证50个公众号。
5、目前只支持填写中国大陆的营业执照
Pros: A Weixin a/c can connect and
interact with the Mainlanders.
Cons: It’s difficult to change the “type” after
registration, and some functions are not able
to activate due to difference of verified BR and
account business
Provided by
CruiSo’s GZ
office
Without China BR
没有内地营运执照

10. 申请公函
微信公众帐号认证申请信息表
申请主体（申请
人）全称
（注：请填写组织机构代码证、营业执照上的主体
全称）
帐号运营者姓名
办公电话
初始申请注册主体
（姓名或名称）
办公地址 手机号
电子邮箱
认 证 申 请 公 函
申请人同意授权委托指定员工_____________ （身份证号码：__________________________ ）作为帐号运
营者，以申请人名义申请微信公众帐号 __________________________ （公众号原始 ID）认证服务，并授权
其负责该帐号的内容维护及运营管理。
1、 申请人及初始申请注册主体同意：申请人公众帐号在进行认证服务时，若提交的主体信息
与初始申请注册主体信息不一致，应当填写初始申请注册主体姓名并在本公函落款处签章确认，在公
众帐号资质审核成功之后，申请人公众帐号的使用权属于通过资质审核的申请主体，该公众帐号自注
册时其产生的一切权利义务均由该主体承担，该公众帐号所获得的所有收益、权限均归认证后的主体
享有，且所有运营活动都必须以该主体对外开展；
2、 申请人承诺：提交给腾讯的认证资料真实无误，并授权腾讯及其委托的第三方审核机构对
提交的资料进行甄别核实。同时，微信公众帐号内容维护及运营管理遵守国家法律法规、政策及微信
公众平台服务协议的相关规定。如违反上述承诺，责任自行承担；
3、 初始申请注册主体承诺：提交给腾讯的资料真实无误并申请与确认行为均不可撤销。
申请人及初始申请注册主体对以上认证申请信息表填写信息及申请公函内容确认无异议。
帐号运营者签字：
初始申请注册主体签字（自然人）或盖章（组织机构）：
申请人盖章：
年 月 日
注意事项：
1.申请主体为内地申请公司全称
2.初始申请注册主体可不填
3.公众号原始ID，是一堆英文字母
以及数字形成的初始ID。
4.运营者签名不能使用艺术签名，
需要正楷体签字。
5.申请人盖章为公司盖章。

11. Menu bar/ key words reply/ Rich
media message
11

12. Menu Bar：自定义菜单
Two levels of menu bar
• First level: 菜单
- 3 tabs maximum
- 4 Chinese words or 8 digital words maximum (1 Chinese
word = 2 digital words)
• Second level: 子菜单
- 5 tabs maximum
- 8 Chinese words or 16 digital words maximum
12

13. Where menu bar can revert to
• No matter first level tab or second level tab, it can direct to 5 types of messages
- Text message
- Photo message
- Rich media message (Multi/ Single)
- Website link ( h5 campaign page)
- WeChat coupons (微信优惠券)
- Direct landing to website through message
(only apply to 微信引力)
* Note: A redirect page is needed for link
to Tmall / Taobao
13

14. Tmall link (original)
14

15. Tmall link (redirect page)
15

16. Key words reply
• Key message could reply by text/ rich media message
• Campaigns can use the function
16

17. Single media message
• Headline
• Date
• Cover photo : 900x500
• Lead in(导语): could customize,
otherwise it will be the first
sentence of the first paragraph.
17

18. Multi media message
• Total 1x7 = 8 multi media messages
• Headline, could hide 1/3 - 1/4 of the bottom of
image (depends on the length of the headline),
so attention here don’t cover the important
message of the image
• Keep the headline short
• Around 120px for a single-lined headline
• Cover photo:
First sub message: 900px x 500px
Second sub message: 400px x 400px
18

19. What “ RICH” media include
• Photo message: no limitation, can support gif
• Video message: including 小视频, total 3 clips, videos could upload
from files and can only support online videos from Tencent video (腾
讯视频）
• Music message: No limitation
• Voice message: 格式支持mp3、wma、wav、amr，文件大小不超
过30M，语音时长不超过30分钟
• Vote message (not support in 微信引力)
• WeChat coupon (not support in 微信引力)
19

20. Vote message
• Can only insert one vote message in one
single media message
• You can insert more than one questions in
one vote message
• Headline of vote limited to 35 digital
words in max
• Image suggestion: 300px x 300px
20

21. Vote message showcase
• Can be set as multiple choice/ single choice
• Can also set the voters: open to all users, or only your
followers can participate to vote
21
http://mp.weixin.qq.com/s?__biz=MjM5Mzc3NzU2MA==&mid=403447696&idx=1&sn=00a7bec09ae2b
f90a54ab7e1330a9ac8&scene=1&srcid=0109hhwgMRUieFI4YiPXPN2M#wechat_redirect

22. WeChat coupons
• Can only insert 1 WeChat coupon in one
single media message ( now only support
普通券)
• If you have more than one coupon, like
different members will enjoy different
discount from brand, then you can create
a 卡券货架, user can click read more of
one single media message to check all
coupons
22

23. WeChat coupons through rich media message showcase
23
http://mp.weixin.qq.com/s?__biz=MzA3OTIxOTMzMg==&mid=401090651&idx=2&sn=cc8f973e0cc2db
30dc6878710ae4ffe7&scene=1&srcid=0109u66ALZAvxbF5T13FNYBt#wechat_redirect

24. Thank You
24