Popular content aggregator Jinri Toutiao plans to roll out mini-programs, joining WeChat, Alipay, and Baidu in a race for user attention spans, reports local media.

The mini-programs are currently in a stage of internal testing and will be released soon if all goes as planned. According to a Toutiao representative, the company hopes to offer a richer experience for users with different needs by launching the new feature.

Enterprises reportedly have limited access to the mini-programs, which are currently only compatible with Android systems. Users will be able to enter the mini-program by searching for keywords and can share specific program pages to Weitoutiao, Toutiao’s microblogging platform. The new feature also supports Alipay.

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Bailey Hu

Bailey Hu is based in China’s hardware capital, Shenzhen. Her interests include local maker culture, grassroots innovation and how tech shapes society, as well as vice versa.