WeChat turns to 'app accounts' for success

Be it mobile payment or e-commerce, WeChat, the most widely used instant messaging application in China, has successfully branched out into various industries with its advantage in user numbers.

The messaging application from Tencent Holdings Ltd is looking to launch a new feature that will allow WeChat users to enjoy services without the need for downloading and installing applications.

Zhang Xiaolong, senior vice-president of Tencent responsible for WeChat, said on Monday that the company is considering launching a subscription-based feature called Yingyonghao, which can be directly translated into application accounts.