WeChat rolls out ‘mini programs’ in a bid to kill off apps

Photo credit: manganganath / 123RF.

China’s top messaging app, with over 840 million active users, is trying something radical. WeChat is today rolling out “mini programs,” embedded apps which require no download or install.

Tencent chose to use “mini programs” because Apple would not permit the use of the word “app”, according to Ma Huateng, CEO of the US$240 billion firm that runs WeChat.

After months of beta testing, many companies have these instant apps ready for use within WeChat.

“Mini programs are deliberately meant to be discovered socially through friends or in the real world by scanning QR codes. There is no official app store for mini programs,” says Matthew Brennan, co-founder of China Channel and a keen watcher of how WeChat is used by businesses.

Google showed off a similar feature called Instant Apps for Android in May last year, but it has yet to launch.

Great mall of WeChat

Once used, these instant apps remain listed within a user’s WeChat, but can be removed easily with a swipe – just like a message.

One additional feature available only on Android: the WeChat instant apps can be pinned to your phone’s homescreen.

Although it’s early days, some of the initial instant apps show the huge potential of the feature – such as this McDonalds one devoted to coupons.

GIF credit: Tech in Asia.

This Prisma-esque photo app is another powerful example, applying artsy filters faster than Prisma itself.