What does 公众号 mean?

公众号 is the content backbone of WeChat and arguably the most important digital publishing platform in China. It is where media organizations publish news, where brands communicate with customers, where creators build audiences through long-form articles, and where government agencies issue official notices. A 公众号 is not a website — it is an account inside WeChat that users follow to receive content.

The two main types:

• 订阅号 (subscription account) — for media and content creators. Can publish daily. Appears in the “Subscriptions” folder within WeChat. This is what newspapers, magazines, bloggers, and content creators use.
• 服务号 (service account) — for businesses and service providers. Can publish 4 times per month. Appears directly in the user’s chat list. Supports payments, customer service, and advanced API features. This is what banks, airlines, hotels, and restaurants use.

The phrase 关注公众号 (follow the official account) is everywhere in China — on product packaging, restaurant tables, store windows, and every brand interaction. Scanning a QR code to follow a 公众号 is a daily ritual.

For foreigners, understanding 公众号 is essential because much of China’s formal digital communication — making doctor’s appointments, checking bank statements, accessing government services — happens through 服务号 rather than websites or apps. The 公众号 ecosystem replaces much of what the open web does in other countries.