WeChat Ads Account Opening Process

Latest WeChat Landscape (2025)

User & Engagement Metrics

• Monthly active users reached 1.38 billion in 2024, up 3 % YoY

• The average Chinese user now spends ≈ 79 minutes per day inside WeChat

• Mini-Programs attract 945 million monthly users, a 2.4 % lift quarter-on-quarter

Revenue & Platform Momentum

• Tencent’s Marketing Services (ad) revenue totaled RMB 121.4 billion in 2024, with Q4 alone delivering RMB 35 billion (+17 % YoY)—growth fuelled by Video Accounts, Mini-Programs and Weixin Search ad inventory.

• WeChat ad sales jumped 26 % in Q1 2024 as more brands shifted budget to the platform

Introduction

China's digital ecosystem is unlike any other, and at the center of this ecosystem lies WeChat—a super app used by over 1.3 billion people. For international brands looking to break into the Chinese market, WeChat Ads present a unique and powerful channel to reach and engage Chinese consumers directly within their favorite app.

This guide explains how WeChat Ads work, what options are available, how international companies can get started, and what strategies drive results.

How to Setup WeChat Ads for International Brands

1. Register a WeChat Official Account – third-party agency or Tencent international team can proxy if you lack a Chinese business licence (2-4 weeks, US$99 annual fee)

2. Open a WeChat Advertising Account – approval in 1-4 weeks; restricted verticals (finance, medical) need extra vetting.

3. Localise assets – Mandarin creative, China-hosted landing page or Mini-Program for best load speeds and trust.

4. Allocate budget by objective – reserve ≥ RMB 50 000 for big Moments bursts; test banner/mini slots from RMB 1 000.

5. Launch & iterate – leverage Tencent analytics to monitor CPM, CTR, form-fill and follower lift; adjust bids and creative weekly.

Eligibility and Account Type

• Eligible Account: Foreign businesses can register a WeChat Service Account. Subscription accounts are reserved for Chinese entities.

• Visibility: Once verified, your Service Account will be visible to users in Mainland China.

Required Documents

To register, prepare the following:

• Business License: A valid license from your country of incorporation.

• Administrator Details:

  • Full name (as on ID)

  • Passport or driver's license number

  • Mobile phone number (non-Chinese numbers are accepted)

• Contact Person Information:

  • Name

  • Mobile number (verification code will be sent)

  • Email address

  • Recent mobile phone bill (last 3 months)

  • Scanned ID (front and back)

• Additional Documents:

  • Application Letter (downloadable during the process)

  • Letter of Authorization for Operation (if applicable)

  • Company website (optional)

Registration Steps

1. Register: Visit WeChat Official Accounts Platform and click “Register Now”.

2. Select Account Type: Choose “Service Account”.

3. Enter Basic Information:

   • Email address (not previously used for another WeChat account)

   • Verification code (sent to your email)

4. Business Information:

   • Country of incorporation

   • Business type (Enterprise or Sole Proprietorship)

   • Company name (as on registration certificate)

   • Company registration

5. Administrator Information:

   • Full name

   • ID number (passport or driver's license)

   • Mobile phone number

   • Verification code (sent via SMS)

6. Account Details:

   • Account name (4-30 characters; 1 Chinese character counts as 2 characters)

   • Features introduction (4-120 characters)

   • Region/Country of business operation.

7. Verification:

   • Log into the account

   • Navigate to “Settings and Development” > “WeChat Verification”

   • Click “Enable” and upload the required

8. Payment: Pay the verification fee of approximately $99 USD.

Extra Considerations

• Verification Timeframe: The review process typically takes 1-2 weeks.

• Account Limitations: Each mobile number can register up to 5 WeChat Official Accounts.

• Content Restrictions: Unverified accounts cannot broadcast messages and may be deleted after 30 days if not verified.

• Legal Compliance: Ensure all documents are accurate and up-to-date to avoid delays or rejections.

Targeting & Platform Updates for 2025

• Age targeting now officially spans 14-66 +, with granular network-type filters (Wi-Fi, 5G, 4G).

• Overseas geos have expanded to Malaysia & Singapore via self-serve; other countries still require Tencent support.

• AI-powered ad ranking launched in late 2024, driving higher CTRs and spend efficiency, according to Tencent’s earnings call.

Are you ready to expand your reach ?