Direct Message (DM) Enablement Process in Sina Weibo
Updated
Overview
Sina Weibo is a Chinese microblogging platform that blends features of Twitter and Facebook, making it one of the most widely used social media sites in China. In this article, we will walk you through how to enable the DM functionality in Sina Weibo.
Prerequisites
Account must be a verified official brand (business) account on Sina Weibo.
You must have Sprinklr access with a role that can add/enable accounts.
Sprinklr Weibo channel must already be added for the brand (account exists in Sprinklr).
Steps to Enable Sina Weibo Direct Messages in Sprinklr
Step 1: Open Owned Accounts
Open your Sprinklr platform, and go to the Sprinklr Social workspace.
Navigate to Owned Accounts (Integrated Listening → Owned Accounts or via the Accounts screen).
Step 2: Filter for Weibo Accounts
Apply the Channel filter and select Sina Weibo to show the Weibo accounts already added in Sprinklr.
Step 3: Start DM Enable Flow
Locate the brand account you want to enable DMs for (for example: Sprinklr Solutions).
Click the three-dot menu next to the account and choose Enable Direct Messages.
Step 4: Select Sprinklr App (Recommended)
When prompted, select Is Sprinklr App Used (best practice).
You do not need to manually enter App Key and App Secret at this step - click Next to continue.
Step 5: Copy App Key and webhook URL
Sprinklr will expose an App Key and a Webhook URL on the screen.
Copy both values - these are required to configure the native Weibo account.
Step 6: Configure native Weibo (brand side)
In the native Weibo admin console, go to:
Add the Webhook URL and App Key you copied from Sprinklr.
Save/enable the developer configuration in Weibo.
Step 7: Generate DM access token in Weibo
After adding the App Key and Webhook URL in Weibo, use the native flow to generate the DM access token for the brand account.
Step 8: Add the DM access token in Sprinklr
Return to the Sprinklr enable flow and paste the DM access token into the access token field.
Click Save to finish enabling DMs for the account.
Notes & Best Practices
Using the Sprinklr App option simplifies setup (no manual App Key/Secret entry required).
Keep a record of the App Key, Webhook URL, and generated DM token in a secure place (for troubleshooting).
If you cannot generate a Weibo account locally (e.g., outside China), coordinate with your Weibo POC (local partner) to perform the native steps.
Ensure the team enabling has the correct roles/permissions in Sprinklr to view the DM inbox and send messages.