WhatsApp, Telegram, and Signal are the most popular instant messaging apps among Android users in Spain. However, the selection of instant messaging apps available for download is much broader. Another app you can install on your smartphone is WeChat, which some of you may already be familiar with. Others might be wondering what WeChat is.
Below, we'll tell you more about what WeChat is and what features it offers. As we mentioned, it's an app that's gaining popularity, so it's good to know more about it and what it has to offer. It might even become one of your go-to instant messaging apps.
WeChat: What is it
There are no surprises here; WeChat is a multipurpose instant messaging app that can be downloaded for free on Android and iOS. It originated in China, developed by Tencent, where it is the most popular messaging app on the market and one of the most widely used digital tools in the daily lives of its citizens.
Currently, it boasts over one billion monthly active users worldwide, with figures exceeding 1.200 billion according to various market analysis sources. This makes it one of the instant messaging applications with the most active users globally, second only to platforms like WhatsApp when considering only global usage.
WeChat is often described as a super app . This means it's not just a chat application, but a complete ecosystem integrating messaging, social networking, mobile payments, e-commerce, mini-games, business services, mini-programs, and much more. For many Chinese users, WeChat is literally their gateway to the internet and the tool they use to manage a significant portion of their digital lives and daily tasks.
What sets it apart from other apps in this segment is that its features go beyond the typical functions of an instant messaging app. WeChat offers the standard features of apps of this type (individual and group chats, calls, video calls, file sharing, emojis, and GIFs), but at the same time, it has many more features, in some cases somewhere between a messaging app and a social network, and in others approaching what in the West would be covered by several different applications (such as Facebook, WhatsApp, PayPal, Uber, Amazon, Slack, or even banking apps).
Within the application we have sections for moments or sharing memories with others, geolocation functions to meet people nearby, official account systems for brands and media, mini-programs that allow you to book restaurants, order a taxi or manage public services, and a powerful mobile payment system that has completely changed the way people pay in China.
In its primary market, the app allows users to make purchases without leaving the app itself ; you can even book vacations, buy plane or train tickets, pay bills, or top up your mobile phone. It also allows you to make calls to landlines, share your location with others at any time, and translates the content you see within the app thanks to its multilingual support.
WeChat is used for chatting, working, and managing procedures , and is also used for paying, playing games, getting information, connecting with brands, and even interacting with public administrations.
Beyond a messaging app
When we talk about WeChat and what it is, simply saying it's an instant messaging app doesn't do it justice . As you can see, it's an application that integrates elements from many different types of apps, such as social networking features, an online store, a digital wallet, and even productivity tools for businesses, with its own payment system and an ecosystem of mini-programs.
Many different actions can be performed within the app, making it one of the most popular in China . This has helped it become one of the most popular apps in that country, undoubtedly dominating the instant messaging segment and competing head-to-head with other Chinese platforms in areas such as mobile payments and e-commerce.
Furthermore, WeChat is designed to integrate seamlessly into users' daily lives . It not only replaces several Western apps but has become a central part of digital life in China. Much of the physical and online shopping, personal transactions, communication between companies and employees, content consumption, and entertainment all take place through WeChat.
It's helpful to see the features divided into categories so we can compare them with other apps . This allows us to learn more about WeChat and what it has to offer, including hidden tricks and features . Especially for users who have never heard of this app and are researching alternatives to apps like WhatsApp or Telegram, it's useful to know what features await them and how they compare to what they already know.
Courier
WeChat offers the essential features of an instant messaging application . The app allows for individual and group chats with friends, family, or colleagues. Furthermore, these group chats can be quite large, with up to 500 participants, making it a useful tool for businesses or for creating class groups at university.
Inviting people to chats is very convenient, and it's even possible to do it using QR codes , which speeds up the process and is widely used by businesses, events, and communities to attract followers or customers to their groups and official accounts.
In addition to sending text messages and voice notes in these chats, the app also allows for both voice and video calls , both individually and in groups. It's common for Chinese families or groups of friends to use WeChat video calls as their primary form of communication, just as WhatsApp, FaceTime, or Zoom are used in other countries.
In these conversations within the app, we can send files to other people, such as photos or videos, share links, and also send GIFs or stickers, as well as share our location in real time. WeChat also includes live streaming (from one user to many) and conference calls, so it covers both casual use and more professional needs.
Regarding calls, the app even supports phone calls to landlines and mobiles , thanks to its WeChat Out service, based on VoIP technology. This system allows you to purchase credit within the app and call phones in numerous countries without needing to use the traditional mobile network, which is especially useful if you travel or need to make frequent international calls.
Geolocation and nearby contacts
One of the features that differentiates WeChat from other messaging apps is its extensive use of geolocation to connect users and services.
The app allows you to add friends using various methods: WeChat ID, phone number, QR code scanning , from other social networks, or using several location-based features. Among these, the following stand out:
- Friend Radar: automatically adds to your contact list people who are physically close to you and also have this feature enabled.
- See people nearbyIt displays user profiles with photos and brief descriptions, filterable by gender and other criteria. Many use it to meet new people, similar to how some dating apps are used.
- Shake itIf you shake your phone, WeChat shows you other users from around the world who are shaking their phones at the same time. It's a fun way to start random conversations.
These features have contributed to WeChat also being used as an app for meeting people , although its intensive use of location has generated some debates related to privacy and security, especially when users share too much personal information with strangers.
Creative and quirky messaging features
In addition to classic chats, WeChat has experimented with highly original interaction features . One of the best known was "Message in a Bottle," which allowed users to send text or voice messages like a bottle thrown into the digital sea. Any user with that feature enabled could find your "bottle" and reply.
These types of tools contributed to WeChat's image as an innovative and fun platform, although some of them have been limited or removed over time due to abuse (e.g., the spread of inappropriate content).
WeChat on desktop and on the web
WeChat isn't limited to mobile. The app has clients for Windows and macOS , as well as a web version accessible through browsers. To use these versions, you need to have the app installed on your smartphone and scan a QR code with your phone to log in, as an additional layer of security.
Desktop versions are very practical if you work many hours in front of the computer, as they allow you to chat, send files and manage notifications without relying solely on your mobile phone.
WeChat as a social network
WeChat has some elements of a social network , with its status updates and the Moments feature (WeChat Moments). Thanks to these features, the app has also become an alternative to networks like Facebook or Instagram within the Chinese market.
Temporary states
Status updates are similar to those found in other apps like WhatsApp. You can upload a status (text, photo, or short video) that your contacts will be able to see, and it will disappear from your profile after about 24 hours. It's a quick way to share more ephemeral updates with your close circle.
WeChat Moments: the social wall
The other feature reminiscent of a social network is called Moments (Moments or 朋友圈). This feature within the app is designed to allow us to share our favorite moments in the form of photos, videos, links, or more elaborate text messages.
The app also has a section dedicated entirely to these Moments, so we can see the ones our friends have uploaded and comment on them, for example. Our friends will be able to see the Moments we've uploaded in their traditional timeline , very similar to a wall or traditional timeline.
One of Moments' unique features is its semi-closed visibility system . Users can only see likes and comments from mutual friends of the post's author. This limits exposure and makes interactions a bit more private than on networks like Facebook, where all comments on a public post are visible to everyone.
In practice, Moments has become the main showcase of personal and professional life for many Chinese users: there they share travel photos, news, brand content, job offers, products for sale and practically any news they want to communicate to their circle.
WeChat Channels and Short Video
Following the global trend of short videos, WeChat has been incorporating a space for brief videos in the style of Reels or TikTok , known as WeChat Channels. This section allows users, creators, and brands to publish video clips that can go viral beyond their traditional circle of friends.
This content layer opens the door to new marketing strategies , influencers, and entertainment, directly competing with video-centric platforms like Douyin (the Chinese version of TikTok). While not essential for the average messaging user, it significantly enhances WeChat's potential as a comprehensive social network.
Payments and purchases on WeChat
While WhatsApp offers WhatsApp Pay (its payment system that is gradually expanding in the market), WeChat's answer is WeChat Pay and Wallet . These features aren't available worldwide to the same extent, but they are two key elements of the app and one of the main reasons for its success in China.
Thanks to this feature, users with an account can make payments without leaving the app , which is especially convenient. This function can also be used to send money to friends and family. The payment system will be linked to your bank account, allowing you to make all kinds of payments within the app.
How WeChat Pay Works
Each user is associated with a WeChat Pay account. To use it fully, it is necessary to link a card or bank account , in many cases from Chinese banks, although international options (Visa, Mastercard, or JCB) have also been added, with certain limitations for foreign users.
Once set up, WeChat Pay allows you to:
- Pay in physical stores scanning or displaying a QR code.
- Make purchases online within miniprograms or integrated websites.
- Send and receive money between users, as if it were a Bizum or PayPal integrated into the chat.
- Top up services (mobile, transport, etc.) and pay bills or public services.
The system stands out for its speed: payment is usually confirmed in one or two seconds , which has led to its adoption as a standard payment method by numerous shops, restaurants, street vendors, taxis, hospitals, and even government offices. In many Chinese businesses, paying with WeChat Pay or Alipay is even more common than paying with cash.
Payment methods with WeChat Pay
WeChat Pay offers several payment options designed for different contexts:
- Quick PayThe user displays a QR code on their screen and the merchant scans it to collect the corresponding amount.
- Payment by scanning the merchant's QR codeThe merchant displays a code and the user scans it with WeChat to enter or confirm the amount and pay.
- Payment within miniprogramsThe purchase is made within a mini-program (for example, an online store) and the payment is processed in the same interface using WeChat Pay.
- Integrated payment in external apps and websitesThanks to the WeChat Pay SDK, other applications and websites can integrate this payment method to facilitate transactions.
Red envelopes and money as a gift
A very popular feature within WeChat Pay is the virtual "red envelope ," inspired by the Chinese tradition of giving red envelopes filled with money during festivals and special occasions. WeChat allows you to send these envelopes to individual contacts or groups.
In groups, there's an option to divide the amount randomly among the members, turning it into a small social game. This system was heavily promoted during special campaigns and contributed to the widespread adoption of mobile payments among users who might not have otherwise used them.
WeChat as a commerce and marketplace platform
Another unusual feature of this app is the ability to make purchases , although this is mostly limited to China and businesses operating within that ecosystem. The app offers a wide variety of brands, products, and stores, allowing you to buy something without leaving the app and pay using its payment system.
The options for making purchases are numerous, including booking vacations (hotels and flights), buying event tickets, hiring local services, or ordering food delivery. Payments can also be made directly within the app, using its payment system at any time.
Businesses can create their own shops within WeChat (sometimes called WeChat Stores) and manage products, promotions, orders, and customer service directly from the app. They can also leverage integrated marketing tools such as coupons, loyalty programs, and ad campaigns.
Many trading functions are primarily limited to China , so their full global rollout depends on agreements with local banks, regulators, and merchants.
Miniprograms: apps within WeChat
One of the key pillars behind WeChat's power is its mini-programs . These are lightweight applications, smaller than a certain size, that run within WeChat itself without requiring the user to download or install anything additional.
These mini-programs can be developed by almost any company or developer that meets Tencent's requirements, and they cover a myriad of uses: online stores , transportation apps, games, public services, productivity tools, restaurant reservations, airport check-in, etc.
Thanks to the mini-programs:
- Users have all the features you need in one placewithout overloading your mobile with dozens of apps.
- Companies can launch digital services with a much lower entry cost than creating a standalone app.
- They integrate easily with WeChat Pay, geolocation and the app's social functions, which multiplies its usefulness.
This concept has led many experts to describe WeChat as an "app of apps ." The user simply searches for the service they need within WeChat itself, opens the mini-program, and uses it as if it were a conventional application, but with an almost instantaneous transition and no installation process.
WeChat for business and marketing
Besides being a tool for individual users, WeChat has become a key platform for businesses , both for internal organization and for brand presence and marketing efforts. In fact, in China, many startups begin their digital presence on WeChat before launching their own website or app.
Official accounts: the equivalent of brand pages
Users and businesses can register official or verified accounts on WeChat, similar to Facebook pages. These accounts allow them to send notifications to all their subscribers, interact with them, and offer exclusive services such as support, customer service, access to stores, bookings, or premium content.
Official accounts appear in the "Chats" section , practically as if they were just another contact. To follow them, simply search for them within the app, scan their QR code, or tap on a shared link.
There are several types of official accounts:
- Subscription accountsThese are designed primarily for publishing frequent content (e.g., news outlets or blogs). They can send up to one push notification per day, which is grouped in a subscriptions folder within the chats section.
- Service accountsThese accounts are more geared towards businesses and brands. They are more visible, as they appear as an individual contact in the main chat, and they usually have access to extra features like WeChat Pay and geolocation. They can send up to four messages per month.
- Internal business accountsThese are designed for internal management and communication within companies. They require mutual approval between the account and the employee, and their content cannot be shared outside the authorized environment.
To use advanced business features on WeChat, in many cases it is necessary to have a company registered in China or a valid overseas business license , and complete a verification process that involves paying an annual fee.
Enterprise WeChat: Work Version
WeChat also offers a version geared entirely towards the workplace, known as Enterprise WeChat or WeChat for Business . This platform includes all the usual messaging features but adds productivity and internal organization tools, similar to those offered by services like Slack or Microsoft Teams.
Among its features we find:
- task managers and approval workflows to organize work within the company.
- Business calendars to coordinate meetings, vacations and absences.
- Communication segmented by groups or departmentswhere the content cannot be shared with unauthorized users.
- Options for separating private and professional lifeusing different accounts even though accessing from the same mobile phone.
Enterprise WeChat requires meeting certain requirements and is usually geared towards companies with a legal presence or specific licenses in China.
WeChat Ads and advertising formats
Since WeChat accumulates a huge amount of behavioral data about its users (what they read, what they buy, where they go, who they interact with, etc.), its advertising platform has become a very powerful tool for advertisers.
Brands can choose from various advertising formats within WeChat to achieve different goals, from increasing followers to promoting mini-programs or generating online and offline sales.
- WeChat Moments AdsThese are ads that appear in the user's Moments feed, mixed in with posts from their contacts. They function similarly to Facebook or Instagram feed ads and typically include the brand name, profile picture, text, up to six photos or a short video, and a link to a landing page within the Tencent ecosystem.
- WeChat Article Banner AdsBanners are displayed within articles published by official accounts, usually in the middle or at the end of the content. They include the logo, account name, promotional text, and a call to action to a landing page.
- WeChat Mini Program AdsThese are advertising spaces that appear while the user is browsing within mini-programs or games, either in banner, incentivized video, or pop-up window format. The specific placement is managed by the platform itself.
In addition to direct advertising, it's very common to work with key opinion leaders (KOLs) and influencers who have WeChat accounts with large audiences. Collaborations with KOLs allow you to reach very specific communities and build trust through recommendations from influential figures.
Typical campaign objectives in WeChat
When planning marketing campaigns on WeChat, brands can choose from multiple objectives, for example:
- Increase brand awareness through the promotion of special events or campaigns.
- Attract subscribers for their official WeChat account.
- Generate traffic to physical storescombining ads with geolocation and coupons.
- Generate leads or potential customers with forms and mini-programs.
- Distribute coupons to promote online or offline purchases.
- Promote apps, games, or mini-programs and increase its downloads or usage.
All of this makes WeChat a central piece of any digital marketing strategy aimed at the Chinese public, both for large international brands and for SMEs that want to enter that market.
Language support and integrated translation
WeChat has been released in more languages over time as the app has expanded to more countries. Thanks to this, it's now possible to use the app in Spanish , as well as many other popular languages. Users interested in using it on their Android phones will have no trouble navigating the basic interface.
Furthermore, the app supports numerous different languages , allowing users worldwide to download and adapt it to their needs, especially those with ties to China for work, studies, or family. This number of supported languages will undoubtedly continue to grow as WeChat establishes itself in new markets.
Multilingual support is especially important because it allows you to translate content directly within the app . Any message you see in a language you don't understand can be quickly translated by simply pressing and holding on the message. This applies to text messages, many Moments content items, and, in some cases, posts from official accounts.
Integrated translation facilitates communication between people who speak different languages, which is very useful in a context where WeChat has become the go-to channel for communicating with friends, family, partners, or suppliers in China.
WeChat Business: commerce and business within the app
WeChat's enormous reach, along with its payment capabilities and mini-programs, has given rise to a veritable business ecosystem within the app itself , sometimes known as WeChat Business. This environment combines the activities of both large brands and small independent sellers.
Large companies with Chinese sales licenses use the Official Account system to post information about their products and interact with their users. This type of account grants them access to WeChat's online payment system, allows them to share geolocation, voice messages, mini-games, and many other features. Each brand can build its own "mini-program" of advertising and business within the app.
In parallel, there's a more informal ecosystem made up of independent sellers who use chat groups and Moments to promote products, manage orders, and coordinate shipments. This is very similar to how WhatsApp or Facebook groups are used in other countries for secondhand sales or small businesses, but with the advantage of integrated payments.
As with any large digital marketplace, there are also risks: counterfeit products and scams abound , especially in informal markets. Therefore, it's recommended to deal with reputable sellers, carefully check the reputation of official accounts, and always use the protections offered by WeChat Pay.
Privacy, censorship, and security in WeChat
When discussing WeChat, it's also important to mention its relationship with privacy and surveillance , especially within China. The app is subject to Chinese government legislation and censorship policies, which entails very strict obligations regarding data storage and content control.
China's Cybersecurity Law requires technology companies to store user data on local servers and to log and monitor activity on their platforms. This includes information about messages, contacts, locations, searches, and other metadata. Furthermore, platforms are required to take action against content deemed illegal or sensitive, censoring it or deleting accounts when necessary.
Reports from human rights organizations and academic studies have indicated that WeChat, like other Chinese platforms, can be used as a surveillance tool and that its censorship system applies to both Moments and private conversations, through the use of algorithms that identify sensitive keywords or images.
This situation has led some countries to consider the use of WeChat a potential national security risk and have even considered restrictions or prohibitions in certain contexts (for example, on official devices of public administrations).
For the average international user, it's important to be aware of what is shared on the platform, especially if it deals with sensitive political issues related to China, and to assess whether WeChat is the appropriate channel depending on the type of information or conversation.
Real-world use cases and marketing examples on WeChat
WeChat's potential for brands is best appreciated with concrete examples of campaigns that have used the platform to reach the Chinese public:
- International media outlets such as The New York Times, Wall Street Journal, and Vogue use official accounts to Send daily news summaries in a format adapted to the Chinese public, combining English and Chinese and using mini-programs to enhance the reading experience.
- Consumer brands like Starbucks have designed campaigns based on coupons and mobile payments with WeChat Pay, with the aim of bringing users to physical stores and promoting mobile payments with exclusive promotions for app users.
- Tourist destinations and museums have launched campaigns user generated contentCreative contests and gamified experiences within WeChat to connect with young audiences and turn the physical visit into something shareable in Moments.
- Food delivery services and local marketplaces have integrated WeChat mini-programs to offer orders, payments and real-time tracking without the user needing to leave the app.
These examples show how WeChat can be used both as a communication channel (similar to a newsletter or social network) and as a transactional platform , where the user discovers a promotion, consumes the content, makes the purchase and receives the service without leaving the ecosystem.
Availability, compatible devices, and access
WeChat is available for free on Android and iOS . The app can be downloaded from the Google Play Store, the Apple App Store, and other compatible app stores depending on the device. It also has desktop versions for Windows and macOS, as well as a web version that requires scanning a QR code with your mobile device to log in.
It is essential to have the app installed and active on your mobile device to use certain functions of the desktop and web versions, as authentication and some operations rely on the main device.
For users who simply want to chat with friends, family, or work contacts in China , mastering all of WeChat's advanced features isn't necessary. Creating an account, adding contacts (by phone number, ID, or QR code), and familiarizing yourself with chats, calls, and, if needed, Moments and the built-in translation are all that's needed.
Is WeChat worth downloading?
Now that we know what WeChat is, we can see that it's a very complete application . It goes beyond what's expected of a typical instant messaging app, thanks to its payment system, social networking features, mini-programs, business tools, and the ability to make purchases and manage accounts without leaving the app.
The bad news is that many of these features are limited to China or users with Chinese bank accounts, so despite being its main selling points, not all international users can fully enjoy them. Even so, even in its basic version, it remains a very useful tool for communicating with contacts who regularly use the platform.
WeChat may continue to gain traction in the global market, and these features may gradually expand to other countries, although fierce competition among apps and differing regulations make this process challenging. Its future expansion will largely depend on local agreements and regulations.
For those who are going to travel to China , study there, have business relationships with Chinese companies or keep in touch with friends and family in the country, it is presented as an almost indispensable tool thanks to its functions, its enormous penetration in the population and its relatively easy-to-use interface once its main sections are understood.
Available for free on the Google Play Store . You can download it from this link:
WeChat has established itself as a super app that combines messaging, social networking, payments, and a complete ecosystem of services into a single platform; although in many cases its full potential is only realized within China, understanding its functions and features will help you decide if it deserves a place on your mobile device , especially if you want to communicate or do business with the Chinese market.
