Tencent would want to hope most WeChat users aren't like Cai Jiami.
The 31-year-old hastily transferred the balance in her WeChat "wallet" – roughly 7,000 yuan ($1070) – to her personal bank account before the Tencent-backed mobile messaging app could charge her for doing so.
"It's not a lot of money but I just don't like to be charged," Jiami, a wedding planner based in China's southwestern Chengdu city, told CNBC. "I have Alipay on my phone, which is free and working well. Why would I waste money on WeChat?"
From March 1 WeChat will charge users a fee of 0.1 percent when they transfer money from the app's built-in digital wallet to their personal bank account. According to an announcement by Tencent, the charge will be levied on withdrawals of more than 1,000 yuan ($153), with the minimum fee per transfer set at 0.1 yuan.
WeChat also said it would scrap an existing monthly charge on large cash transfers; it currently charges users a 0.1 percent fee on total monthly transfers in excess of 20,000 yuan ($3,058).
The new policies are an attempt to cover WeChat's banking costs, as well as to keep users' money in the WeChat Wallet, according to analysts.
A new money-spinner for Tencent?
China's mobile payment market has boomed in the past few years. Users have not only embraced the e-hongbao trend - exchanging digital red envelopes during Chinese New Year as greetings and gifts to friends and family - but also frequently transfer money or make payments to e-tailers as well as bricks-and-mortar stores by using services such as WeChat Pay.