WeChat was launched in China in 2011 and is often considered to be the benchmark for mobile messaging apps. It offers users an innovative, mobile lifestyle and business hub and its ease and convenience has led to its exponential growth and driven the trend for mobile payment. A pioneer in 'conversational commerce', WeChat has pioneered the inclusion of chatbots, enabling brands to reach users in new and engaging ways, and drive revenue. WeChat's data collection capability can provide marketers with highly sophisticated consumer targeting options across multiple verticals. While WeChat is keen to challenge established messaging platforms across the world, audiences in other territories are likely to be more wary about their data and privacy than Chinese consumers.

Definition

WeChat is a multi-function mobile messaging app. As well as text messaging, voice and video calling, group messaging, the app facilitates social networking, branded accounts, shopping, games, utilities and payment services.