How to Open a WeChat Official Account
Process, requirements, and its importance for engagement
In this article, we will cover the following topics:
- What are WeChat Official Accounts
- How to create a WeChat Official Account
- Process in getting setup
When we think of Weixin/WeChat, we often see it as a multi-dimensional communication tool. However, with 1.22 billion daily users, it's not just a social media app but an operating system for your life in China.
If you want to build a type of presence or connection in China, you need to maximize its ecosystem by creating a WeChat Official Account.
Let’s deep dive into the process to open a WeChat Official Account. Before registering an account, it is important to understand why it's important for your University and know the differences between the accounts.
Want a stress-free way to create a WeChat Official Account for your University/school? Click here to connect with Team Udentity
What are WeChat Official Accounts?
WeChat Official Accounts were first introduced in August 2012 as a way to separate brands from having individual accounts. Today, over 20 million Official Accounts have been created on WeChat’s ecosystem with continual enhancements to build engagements with audiences on the platform.
WeChat Official Accounts are verified organization accounts on the platform for you to provide audiences with the best way to engage with your University/school. Think of them as the Chinese equivalent of a Facebook page — where brands can gather followers, share content, interact with fans, send push notifications, and generate leads all in one place.
Potential use cases for universities:
- Customer service center — Auto-responses or 1-on-1 communication to your followers with specific inquiries
- Follow updates — By posting articles, blogs or event updates
- Profile/Mini-website — Direct links to pages, posting updates and connecting to other channels (website, videos, mini-programs, applications/forms)
- Livestreaming — Whether it is 1-on-1 meetings or presenting to a big audience, WeChat’s livestream functions have constantly improved to be one of the most reliable around the world
So, why create a WeChat Official Account?
Wonder why they are called WeChat Official Accounts? It’s all in the name :)
This is recognized as the official way to build a presence and brand to audiences in China, even more so than having a Chinese website.
This is the best way to showcase your University and engage with your audience in China.
Let’s deep dive into the process to open a WeChat Official Account.
How to create a WeChat Official Account
Account Types
Based on our experience, we recommend that Universities create a Service account as an overseas entity. Tencent prefers organizations to be registered from their respective country and we know the struggles universities’ have had chasing alum in retrieving their accounts. The advantages of service accounts also help you to show more prominently on your followers' profiles as well.
Creating an account
There are two ways to create an international WeChat Official Account:
- Directly, via WeChat — https://mp.weixin.qq.com/
- Through Team Udentity — a third-party platform partner — GET STARTED
Register an account on WeChat
Step 1: Register an account on WeChat’s Official Account Platform
First, follow this link (mp.weixin.qq.com) and click ‘Register Now’ in the top right corner. You can also translate the page to English in the top right corner.
Step 2: Pick your account type
Select the ‘Service Account’ option — this is the default (and only) Official account type available for overseas businesses.
Step 3: Fill in the registration form
This is simple. Just input a University email address that hasn’t been registered on WeChat. Verify the email and create a password to continue.
Step 4: Confirm account type
You’ll then be asked to confirm your choice of registering a Service Account.
Step 5: Register your Official account
- Your company name
- Company registration number
- The administrator’s name (the person who will be running the account)
- Mobile number of the administrator (which you’ll need to verify)
- The administrator’s ID card number, passport number or driver’s license number
Step 6: Fill in your account info
At this stage, you’ll need to:
- Choose a name for your WeChat Official account
- Write a bio/introduction
- Confirm the country your business operates from
Tip: You should write your bio in Mandarin to make sure your audience understands it.
Step 7: Verify your WeChat Official account
After completing your account info, you’ll then have access to the WeChat Official accounts platform. Here, you’ll be able to verify your account.
This is important, as unverified accounts are deleted after 30 days. They also have limited access to core features, including a verification tick.
To verify your account, click on the ‘WeChat verification’ option under the ‘Settings’ menu. Then, click ‘Enable’ on the verification page.
Step 8: Begin the verification process
After clicking ‘Enable’, you’ll then be prompted to download the verification letter and begin the formal application process.
Step 9: Complete and sign the verification letter
The verification letter will ask you to confirm:
- Your company name
- A point-of-contact
- The passport number
- Country of citizenship
- The WeChat Account ID
It’ll then need to be signed by a legal representative of your team, as well as by the contact person.
Be aware that your point-of-contact doesn’t have to be the account administrator you confirmed in step five. It can be if you want it to be, but it’s not a requirement. You should print the verification letter, sign it, and then scan and send it back to your computer.
Looking to get started on WeChat? Udentity offers non-sweat solutions to get you setup and run campaigns through our experienced account managers. Schedule a free consultation for us to walk you through the process.
Step 10: Fill in the requested information for verification
To verify your company, you’ll need to provide its:
- Name
- Company registration number
- Company address
- Their full name
- Mobile number (which will need to be verified via SMS)
- Landline number
- Email address
- ID card number, passport number and/or driver’s license number
You will also be asked to upload copies of their identification and most recent mobile phone bill.
All documents must be uploaded in English, and the mobile phone bill needs to include the contact name, phone number, company name, and a minimum of three months’ payment history.
Step 11: Confirm your account name
At this stage, you’ll be asked to confirm your Official account name.
In the case of a custom name, you must make sure it isn’t a trademarked name held by any other company and isn’t an already-registered account name on WeChat.
If either of these two requirements isn’t met, your application will be rejected.
Step 12: Pay the registration fee
Now it’s time to pay the registration fee of $99. You can pay this via WeChat Pay or your bank card — whichever you prefer.
Step 13: Review and setup
Over the next couple of weeks, the WeChat team will review your verification application and contact you via phone, during Chinese working hours. Your Official account will then be verified and ready to go!
Ready to open your WeChat Official Account?
Check out our digital solutions for Universities/Schools or schedule a free consultation!
Udentity WeChat Solutions
About Udentity
