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Sina Weibo, China's biggest Twitter-like microblogging platform, has introduced a membership charge for premium features.
For a monthly fee of 10 yuan ($1.57, £1) its 300 million users can add personalised pages, voice posts and better security, among other services.
The move could help return the firm to profit. It posted a $13.7m (£9m) loss for its first quarter in May.
One analyst called it a "bold move", adding Twitter was unlikely to follow.