However, if the goal is to offer users a broad range of tools, such as incorporating e-commerce and geolocation functions (see below), a Service Account is the better choice. If creating content and cultivating an audience are the core reasons for launching on WeChat, opening a Subscription Account is suitable. Subscription Accounts can post once a day, allowing for regular communication with followers. Service Accounts can post four times per month, but can post up to four articles at a time. Right: Subscription Accounts are not immediately visible in the “Chat” section - users must open the Subscription folder to discover new posts. Left: Service Accounts appear in the “Chat” section as friends - here, this includes Palace Museum, V&A, and MoMA. Users are alerted to new posts with a red dot that appears beside the Subscription folder. This makes browsing Subscription Account content a two step process users must first open a folder and then select the desired accounts. Subscription Account posts appear in a stacked “Subscription” folder in users’ chat section. Service Account posts appear in users’ chat section alongside messages from friends. The Museum of Contemporary Art Shanghai (MoCA), for example, publishes upwards of 10 stories a month covering everything from in-house exhibitions, connecting the museum to seasonal topics, and outlining educational programs.
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Subscription Accounts, by contrast, focus on delivering content and provide organizations a powerful new media tool to deliver stories to readership. The home of China’s Terracotta Army, for example, uses its account to upload online exhibitions, publish articles, and sell souvenirs through an e-commerce store. Service Accounts, by definition, focus on providing organizations with a powerful range of tools to reach and better serve WeChat users.
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Public Accounts are a cross-industry tool to engage WeChat’s 1 billion users, in 2020 there were 20 million accounts up from 17 million in 2017.