Vetted third parties, known as "official accounts", offer these services by developing lightweight "apps within the app".
Every We Chat user has their own We Chat Payment account.
The feature was launched through a promotion during China Central Television's heavily watched New Year's Gala, where viewers were instructed to shake their phones during the broadcast for a chance to win sponsored cash prizes from red envelopes.
The red envelope feature significantly increased the adoption of We Chat Pay.
We Chat supports users who wish to register as an official account, which enables them to push feeds to subscribers, interact with subscribers and provide them with services.
When users post their moments, they can separate their friends into a few groups, and they can decide whether this Moment can be seen by particular groups of people.
The feature allows users to send money to contacts and groups as gifts.
When sent to groups, the money is distributed equally, or in random shares ("Lucky Money").
Privacy in We Chat works by groups of friends - only the friends from the user's contact are able to view their Moments' contents and comments.
The friends of the user will only be able to see the likes and comments from other users only if they are in mutual friends group.