Tencent's (0700.HK) Weixin (WeChat) mobile messaging application has reportedly begun small-scale testing of custom API function calls for its public platform with a group of partners. The new API ports will be used to connect to companies' CRM systems, enabling businesses with public-facing accounts (including media organizations, celebrities, grassroots organizations, and app developers) to use the ports to provide their users with more personalized services.
Several companies have already begun using the new API ports for fairly advanced functionality. The "Ding Jiudian" ("Book Hotels") account, for instance, allows users to send their current location data to the account through Weixin to receive a list of nearby hotels open for bookings, along with room rates and hotel contact numbers. "Ping'an Chexian" ("Ping An Auto Insurance") allows users to file auto insurance claims directly over Weixin by sending photos of car damage and location data to the account.