Pay to be heard: China’s “instant reply providers” are selling comfort on demand

Customers yearning for low-stakes communication are turning to “instant reply providers” on social media in China to vent their frustrations.

Empathy is the name of the game for companions, as the phenomenon of the 996 work trend (12-hour days, 6 days a week) takes its toll on the mental health of white collar workers in particular.

The Miao Hui Shi – a translation for instant reply provider – typically earns an admirable $1,400 a month for their services. Charges vary depending on the time of day or night.

It’s a part-time gig for many workers, including stay-at-home mothers and freelance university students.

Instant reply providers emerged on Chinese social media marketplaces and gig-style platforms, rather than formal healthcare channels. Their client base includes a multitude of demographics, from anxiety sufferers to long-distance couples.

I can chat with you about life, gossip, love, and work or simply complain together with you. At the cost of only a cup of milk tea, you can have a good mood for a whole day.

There are benefits for the service provider also:

“Listening to other people’s stories is also a process of healing for myself. This is a two-way transmission of emotional values,” confided a worker to Guangming Daily.

Clients are finding the Miao Hui Shi an ideal compromise. They offer a more affordable alternative to a psychologist and a more humanistic approach than relying on AI. This may come as welcome news to many, especially since legislation was passed at the end of 2025 to regulate chatbots, with a greater emphasis on user safety.

At least 120 million people in China live alone, mostly those aged 20-39, which contextualizes the demand. Now, clients can feel safe with a human.

“I get a reply within seconds. That moment brought me a sense of safety. I feel I am valued,” one customer told Guangming Daily.

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