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We Chat Pay can be used for digital payments, as well as payments from participating vendors.In 2014 for Chinese New Year, We Chat introduced a feature for distributing virtual red envelopes, modelled after the Chinese tradition of exchanging packets of money among friends and family members during holidays.There are three types of official accounts: service account, subscription account and enterprise account.Once users as individuals or organizations set up a type of account, they cannot change it to another type.By the end of 2014, the number of We Chat official accounts had reached 8 million.Moments is We Chat's brand name for its social feed of friends updates.

In 2016, 3.2 billion red envelopes were sent over the holiday period, and 409,000 alone were sent at midnight on Chinese New Year.

It can also integrate with other social networking services such as those run by Facebook and Tencent QQ.

Photographs may also be embellished with filters and captions, and an automatic translation service is available.

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.

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