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Shares of Tencent Holdings (HK:0700) fell sharply on Wednesday after its popular messaging platform WeChat blocked certain promotional links related to YuanBao, the company’s artificial intelligence chatbot. The move weighed on investor sentiment, sending Tencent’s stock down nearly 4% to around HK$558.0 in Hong Kong trading, underperforming the broader market.
The decline followed reports that WeChat restricted YuanBao links connected to a promotional “red envelope” campaign. Digital red envelopes are a widely used Lunar New Year feature that allows users to send and receive cash gifts within chats, making them a powerful marketing tool. However, Tencent said the YuanBao campaign generated user complaints due to excessive sharing and clutter in group conversations.
In an official platform notice, WeChat explained that it had taken action to limit the direct opening of YuanBao promotional links within chats. According to the company, the campaign’s “do tasks” and “collect red envelopes” mechanics encouraged what it described as “inducive sharing behaviour,” prompting users to repeatedly share links across private and group chats. This, WeChat said, negatively impacted user experience and violated platform rules designed to curb spam-like activity.
Tencent emphasized that the enforcement of these rules took effect immediately, highlighting its ongoing effort to balance commercialization, user engagement, and platform quality. WeChat remains one of the most widely used messaging apps in China, and even small changes to its policies can have a significant impact on Tencent’s ecosystem and revenue expectations.
YuanBao’s operators responded by stating that they are urgently adjusting the sharing mechanism to improve user experience and comply with WeChat’s guidelines. The company did not provide a specific timeline for when the revised features would be rolled out, but the statement aimed to reassure users and investors that the issue was being addressed.
The incident underscores the growing scrutiny around in-app promotions, artificial intelligence products, and user engagement strategies within major Chinese tech platforms. For Tencent, it also highlights the delicate balance between promoting new AI-driven services like YuanBao and maintaining a clean, user-friendly environment on WeChat, a platform central to its long-term growth strategy.
