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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.We Chat users can register as an official account, which enables them to push feeds to subscribers, interact with subscribers and provide them with services.

After the launch of We Chat payment in 2013, its users reached 400 million the next year, By comparison, Facebook Messenger and Whats App (two other competitive international messaging services better known in the West) had about one billion monthly active users in 2016 but did not offer most of the other services available on We Chat.The feature allows users to send money to contacts and groups as gifts.When sent to groups, the money is distributed equally, or in random shares ("Lucky Money").According to the Wall Street Journal, 16 millions red envelopes were sent in the first 24 hours of this new feature's launch.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.

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