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The apps threaten to siphon advertising dollars from the social media leaders, which are already starting to see chat apps overtake them as the most-used apps on smartphones, according to Forrester Research.

Chat apps "demand attention," said Rebecca Lieb, an analyst at the consulting firm Altimeter Group.

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With more than 938 million users, We Chat, known as Weixin in China, already serves as a one-stop-shop for everything from reading news and booking taxis to ordering takeaways and making payments.

Half the users spend more than 90 minutes a day on its chat app, according to We Chat.

Chat apps are loaded with features that many teenagers and young adults find more alluring than either traditional social networks or basic SMS texting — animated smiley faces, words transformed into colorful digital stickers, drawing tools, quick photo-sharing, video and the like.

In fact, sticker sales to Line's 10 million users in the U. and 480 million abroad provide the bulk of the company's revenue — $175 million worldwide in its most recent quarter.

It’s a desktop and mobile based instant messenger program named QQ.

The number of people in China using QQ is significantly more than any other social network including We Chat.

With 21 million people following her on Facebook and 18 million on Twitter, pop singer Ariana Grande can't personally chat with each of her loves, as she affectionately calls her fans.

So she and many other stars are spreading their messages through new-style social networks, via mobile apps that are more associated with private, intimate conversation, hoping that marketing in a cozier digital setting adds a breath of warmth and a dash of personality.

We Chat's push on these nimble mini-apps comes as Google this week launched its own Android Instant Apps, which don't require downloading and are available on certain Android devices, though access to Google products in China is heavily restricted.

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