Thank you, Mr. Ma and Harriet, and hello, everyone. In summary, our third quarter results show a very clear recovery trend in China's insurance industry as a whole. And in particular, a pickup in underlying growth momentum as shown on a quarter-on-quarter growth across the long-term and short-term product spectrum. As economic activity resumes and domestic travel activity picks up steam, all in successful containment of COVID in the country.
In particular, during the quarter, we have achieved record quarterly highs for both total GWP facilitated as well as our total operating revenue. For Q3, we added 259,000 new insurance customers, taking our total cumulative insurance client of 6.7 million. GWP facilitated during the quarter totaled RMB 779 million, which was a record quarter, up 41.2% year-over-year and 30.7% on a sequential basis.
GWP contribution from our 2 largest product segments, long-term health and long-term life, grew by 47.1% and 49.4%, respectively, year-over-year. In particular, in terms of first year premiums, long-term health, our largest product segment, increased by 68.1% quarter-on-quarter, amounting to RMB 250 million, which accounts for 70% of total first year premiums of RMB 358 million for the quarter.
The strong sequential growth is primarily attributable to our leading top-selling critical illness product, Darwin 3, which we have codeveloped with Sinatay Life Insurance. The successful product launch also helped contribute significant growth in GWP for codeveloped insurance products with our insurer partners, which increased by 65% to RMB 436 million, and accounting for 56% of our total GWP facilitated during the quarter. This metric continues to demonstrate the deepening engagement we have with our upstream insurance companies partners as we continue to deliver strong persistency ratios from our long-term insurance customers with 13th month and 26 months persistency ratios averaging 94% during the quarter.
Now turning to our revenues. Total operating revenue for Q3 was RMB 348.5 million, again, a record quarter high, which was up by 22.9% year-over-year and outperform our guidance previously given to the market in our Q2 results. The increase in revenue was primarily driven by the increase in brokerage income due to the 41.2% increase in total GWP facilitated during the quarter.
Cost of revenue for Q3 increased by 24% year-over-year to RMB 234.7 million, primarily due to increased service fees paid to our user traffic channel partners, which is generally in line with our revenue growth. Selling expenses for the quarter increased by 43.9% year-over-year to RMB 57.9 million, which was primarily attributable to the increase in our sales and marketing headcount during the past 12 months as well as an increase in advertising and marketing spend during the third quarter, which increased by 78% year-over-year as we look to increase spend in line with the improving industry fundamentals along with the overall recovery in the economy.
G&A expenses for the quarter decreased by 0.6% year-over-year to RMB 30.5 million. This decrease was primarily due to the decrease in share-based compensation expenses, which amounted to RMB 2.8 million in the third quarter as compared to RMB 10.5 million in the previous year. Excluding the impact of SBC from our G&A in Q3, G&A expenses grew by 37.1% year-over-year to RMB 27.6 million.
R&D expenses for the quarter grew by 41.7% year-over-year to RMB 11.5 million as we continue to increase our headcount in areas of data analytics and AI-related R&D efforts.
During the third quarter, we achieved a GAAP net profit of RMB 14.7 million, while non-GAAP net profit for the quarter was RMB 20.4 million. We continue to maintain robust liquidity and a strong financial position. During the quarter, we recorded a net operating cash flow of RMB 72 million. And as for the quarter-end, we had a combined balance of cash and cash equivalents of approximately USD 65.7 million.
Now with regards to our Q4 outlook, we currently expect total operating revenue to be in the range of RMB 330 million to RMB 350 million. This forecast reflects the company's current and preliminary views on the market and operational conditions, which are subject to change caused by various uncertainties, including those related to the ongoing COVID pandemic globally.
This concludes our prepared remarks for today. We will now open up the call to Q&A. Thank you. Operator?