The popular Tencent AI application "Tencent Yuanbao" has triggered WeChat's regulatory mechanism due to its red envelope sharing mechanism, causing industry controversy. According to actual testing, the original method of directly sharing links to claim red envelopes has been blocked. Tencent Yuanbao has urgently adjusted its sharing mechanism to a "password red envelope" mode to avoid violating regulations.

This incident originated from a notice issued by WeChat on the morning of today titled "Notice on Cracking Down on Third-Party Induced Sharing Behavior." The notice clearly states that during the Spring Festival, the platform will strictly crack down on excessive marketing and induced sharing behaviors. According to WeChat's assessment, the red envelope activity link of Tencent Yuanbao was identified as non-compliant and restricted from opening directly within the WeChat ecosystem.

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Facing the firm stance of its "family member," Tencent Yuanbao responded quickly, stating that it is urgently optimizing and adjusting the sharing mechanism to ensure users' experience of grabbing red envelopes remains unaffected. The WeChat public relations director even humorously responded on social media, saying that platform rules are equal for all, and user experience always comes first, accompanied by an emoji of "I get so crazy I even beat myself," emphasizing WeChat's determination to maintain ecological health.

Tencent Yuanbao launched a large-scale "Spring Festival 1 Billion Red Envelope" campaign on February 1st. Due to the large prize money and strong social attributes, it quickly spread virally. However, this rapid expansion model clearly challenged WeChat's boundaries regarding induced sharing. This incident also serves as a warning to developers that even within the same group, activities on the WeChat ecosystem must strictly comply with platform operating guidelines.