Everything You Need to Know About Max, Russia’s State-Backed Answer to WhatsApp
Russia’s latest attempt to build a sovereign digital ecosystem is moving into high gear. Max, a state-backed messenger developed by VK, is being positioned as a patriotic alternative to WhatsApp and Telegram — platforms that in recent weeks have suffered complete or partial disruptions to voice and video calls across the country.
Officials say Max will soon become Russia’s «super-app»: a single platform for messaging, payments and government services.
Launched in March, the app already claims more than 18 million registered accounts compared to just 1 million in June.
We delved into the app’s functionality, its vulnerabilities and the government’s turbo-charged effort to make Max into what it claims it to be:
Connectivity where others failStarting Sept. 1, Max must come pre-installed on all smartphones, tablets, computers and smart TVs sold in Russia.
The Kremlin’s timing could hardly be more deliberate. Since mid-August, users of WhatsApp and Telegram have been unable to make voice calls, with connections either failing immediately or dropping within seconds.
Roskomnadzor officially blocked voice calling features in both messengers, citing their use by scammers and terrorists, though the move has affected ordinary citizens who relied on these services to save on cellular costs and international roaming.
«Many Russian companies still fully rely on Telegram and WhatsApp messengers for work calls. These [restrictions on calls] once again show how that kind of [dependency] calls into question the total viability of a company,» Telecom Daily CEO Denis Kuskov told RBC Life.
Celebrity endorsements
Some of Russia’s biggest social media stars have been enlisted to promote Max. Rapper Instasamka — who recently started collaborating with the authorities and even denounces fellow musicians — praised Max’s call quality in an Instagram post, claiming she talked for two hours in an underground parking garage without losing connection. Pop star Valya Karnaval, a VK Video ambassador, similarly hailed the app’s «perfect connection even while moving or in an elevator.»
Musician Yegor Krid went further, plugging Max in his music video for the single «Morye» («Sea»). Lying in a rubber boat at sea, he tells someone on the phone: «Bro, can you believe it, Max works even at sea!» The hamfisted product placement set off widespread mockery in the comments section.
source: themoscowtimes.com
Officials say Max will soon become Russia’s «super-app»: a single platform for messaging, payments and government services.
Launched in March, the app already claims more than 18 million registered accounts compared to just 1 million in June.
We delved into the app’s functionality, its vulnerabilities and the government’s turbo-charged effort to make Max into what it claims it to be:
Connectivity where others failStarting Sept. 1, Max must come pre-installed on all smartphones, tablets, computers and smart TVs sold in Russia.
The Kremlin’s timing could hardly be more deliberate. Since mid-August, users of WhatsApp and Telegram have been unable to make voice calls, with connections either failing immediately or dropping within seconds.
Roskomnadzor officially blocked voice calling features in both messengers, citing their use by scammers and terrorists, though the move has affected ordinary citizens who relied on these services to save on cellular costs and international roaming.
«Many Russian companies still fully rely on Telegram and WhatsApp messengers for work calls. These [restrictions on calls] once again show how that kind of [dependency] calls into question the total viability of a company,» Telecom Daily CEO Denis Kuskov told RBC Life.
Celebrity endorsements
Some of Russia’s biggest social media stars have been enlisted to promote Max. Rapper Instasamka — who recently started collaborating with the authorities and even denounces fellow musicians — praised Max’s call quality in an Instagram post, claiming she talked for two hours in an underground parking garage without losing connection. Pop star Valya Karnaval, a VK Video ambassador, similarly hailed the app’s «perfect connection even while moving or in an elevator.»
Musician Yegor Krid went further, plugging Max in his music video for the single «Morye» («Sea»). Lying in a rubber boat at sea, he tells someone on the phone: «Bro, can you believe it, Max works even at sea!» The hamfisted product placement set off widespread mockery in the comments section.
source: themoscowtimes.com
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