Major WeChat Service Account Changes: What You Need to Know

WeChat has been quietly rolling out a major update that will most likely disrupt Service Account performance.

In this post:

• What’s changing with WeChat Service Accounts, and how does it affect their visibility?

• How does this update impact brands’ open rates and content performance?

• What strategies can brands adopt to adapt to the new Service Accounts folder?

• What broader trends in the WeChat ecosystem are shaping this update?

For some users, Service Accounts now reside in a separate “Service Accounts” folder, similar to the Subscription Accounts tab.

Previously, Service Accounts appeared in the main feed alongside your personal chats. This way, despite being limited to four posts per month, their visibility was unparalleled. This setup gave Service Accounts a clear advantage: updates were as visible as personal messages, making them stand out compared to Subscription Accounts.

While visibility is the most noticeable distinction, it’s not the only one.

Now, with Service Accounts hidden in a folder that requires extra steps to access, this advantage might be gone for good. 

At the moment it’s not clear how widespread this update is. Only a few people I know had their service accounts folded into the little folder. Please help us assess the situation better by voting in the poll by the end of this article.

For users, the update declutters the main chat interface, giving personal conversations more focus (everyone opening their WeChat to see dozens of brand notifications on Friday ride home would agree). 

Screenshots of the update suggest faster browsing through a sleek, graphical display of posts, making it easier to scroll through multiple updates and choose what to engage with. 

However, important reminders from service accounts (another function reserved only for service accounts) are gone from the main feed too -  delivery updates, booking confirmations, or doctor appointments. Seems WeChat didn’t think this one through.

Before and After

For brands, this change means significant challenges. Reduced visibility means lower open rates and fewer views. Service Accounts were already struggling after WeChat removed notifications. With this new update on the horizon, only the most engaged users are likely to access the hidden folder. Before there was always a chance that your followers will catch a glimpse of the new post’s title, open and interact with it.

So, if your views have dropped despite consistent content quality, this change is likely the reason. On the other hand, you might have noticed a new source of traffic to your posts which we will cover a bit later in this article.

Inside the 'Service Account' folder

Images by 运营公举小磊磊

1. Stand Out in the Folded Inbox with Bold Visuals

High-quality visuals and engaging content are now non-negotiable. Use bold, attention-grabbing cover images that compel users to click through. 

2. Diversify Traffic Sources 

Views from direct post publication are just one of the many ways users can access your post.I would argue that focusing solely on this entry point even before was not enough. Private traffic, SEO (search engine optimization in Sou-Yi-Sou, WeChat’s built-in search engine), or whitelisting are just a few of them.

3. Tap into Channels

Leverage Channels by creating engaging videos that link seamlessly to Official Accounts for higher visibility. Tencent is strongly encouraging video content and granting free traffic to smaller accounts so that’s your chance to drive it towards your official account. 

4. Optimize with Analytics

Take a deep dive into your content analytics and determine which content types or themes resonate with your audience. We will organize a dedicated webinar to WeChat analytics - join our group to be the first to know. 

This update is part of a broader evolution in how WeChat balances user experience with brand engagement. 

The return of the comments section after six years shows WeChat’s focus on fostering interactions, not just content pushes. 

Brands will also benefit from WeChat’s new recommendation mechanism, shown in the sources of traffic as 推荐. WeChat introduced this update for Official Accounts, designed to boost content quality and visibility. Creators can now opt for their articles, videos, and images to appear in high-traffic areas like “Discover - Top Stories” or below other articles

Eligibility isn’t automatic— first, you must tick the box under the post to be considered, and second, content must meet WeChat’s quality and platform standards. Detailed backend analytics will help creators fine-tune their approach to get noticed. It’s aimed at rewarding authentic, high-quality content that connects with audiences—stick to the recipe, and you could see your reach go up.

Another big one is finally allowing foreigners to open their own accounts which we will cover for you very soon.