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.
When users post their moments, they can separate their friends into a few groups, and they can decide whether this Moment can be seen by particular groups of people.
Contents posted can be set to "Private", and can be unset at any time.
Moments allows users to post images, post text, post comments, share music (associated with QQ Music or other web based music service), share articles and post "likes." Moments can be also linked to Facebook and Twitter accounts, which can automatically post Moments content directly to these two platforms.
Privacy in We Chat works by groups of friends - only the friends from the user's contact are able to view their Moments' contents and comments.
In 2016, in order to offset banking charges, We Chat team started a service charge if users transferred cash from their We Chat wallet to their debit cards.
Each user (per personal ID) had a 1,000 Yuan free withdrawal limit.
Further withdrawals of more than 1,000 Yuan were charged a 0.1% fee with a minimum of 0.1 Yuan per withdrawal.
Other payment functions including red envelopes and transfers were still free.
A month after its launch, We Chat Pay's user base expanded from 30 million to 100 million users, and 20 million red envelopes were distributed during the New Year holiday.
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.
We Chat's character stickers, such as Tuzki, resemble and compete with those of LINE, a Japanese messaging application.