For years, Marina, a 45-year-old freelance copywriter, relied on WhatsApp for both her professional and personal life. That changed abruptly last month when a call to a colleague failed to connect properly. They then tried Telegram, another popular messaging app in Russia, but that didn’t work either. Marina was one of millions of Russians who suddenly faced new restrictions imposed in mid-August by Russia’s media regulator, Roskomnadzor, on calls made through these two widely used platforms.
This timing coincides with the launch of a new “national messenger” app named Max, created by a Russian firm with close Kremlin ties. In a country of 143 million, WhatsApp and Telegram boast an estimated 97 and 90 million monthly users, respectively. From family chats to community groups, these apps are integral to daily life. WhatsApp, owned by Meta (an organization designated as extremist in Russia), is particularly popular with older demographics due to its simple registration and use.
Introducing a State-Sanctioned Super-App
The new Max app is being aggressively promoted by pop stars and influencers, and as of September 1st, all new devices sold in Russia must have Max pre-installed. The app was launched by VK, which also owns the country’s largest social network of the same name. This Facebook-like platform is controlled by oil-and-gas giant Gazprom and one of Vladimir Putin’s closest allies, the billionaire Yuri Kovalchuk.
Max is designed to become a “super-app,” integrating a range of functions, including government digital services and banking. This model is very similar to China’s WeChat, which serves as a central part of daily life while also acting as a tool for censorship and surveillance. Max’s privacy policy states that it can share information with third parties and government bodies, which could give security services access to user data or make it vulnerable to leaks. This is a significant concern in Russia, where people are prosecuted for critical comments or private messages, and a thriving black market for personal data fuels an epidemic of scam calls.
State-Induced Digital Detox
Beyond the issues with WhatsApp and Telegram, many Russians are now getting used to life without mobile internet altogether, as entire cities face regular cut-offs. Since May, every Russian region has experienced mobile internet shutdowns. These blackouts became more frequent over the summer, with up to 77 regions hit simultaneously at their peak. Authorities claim these measures are necessary to protect people and infrastructure from attacks by Ukrainian drones.
Despite these restrictions, Max remains far behind its rivals, claiming only 30 million users this week. The Kremlin has long been uneasy with the freedoms provided by the internet. By law, SIM cards can only be bought with a national ID, and security services have access to telecom operators’ infrastructure, allowing them to track who you call and where you are. Now, Max could potentially allow authorities to read your messages as well, and avoiding the app is becoming increasingly difficult.
