In the Russian city of Novorossiysk, students are facing an ultimatum: install the state-backed MAX messaging app or risk exclusion from winter examinations. This directive is part of a broader initiative to transition school and residential communication onto the new platform. Such measures are not unprecedented in Russia, as the Kremlin has previously sought to steer citizens toward state-sanctioned IT services. This trend mirrors similar efforts by authoritarian regimes in Beijing, Tehran, and Naypyidaw, each with varying degrees of success and public resistance.
A super app for blogs and surveillance
The Iranian experience offers a cautionary tale. In August 2021, marketing expert Houman Gorbanian discovered a fake profile bearing his name on Rubika, Iran’s state-controlled social network, which was automatically populated with content from his personal Instagram. This incident highlighted the regime’s attempts to bolster its credibility through fabricated accounts. Despite the Iranian government’s aggressive promotion of Rubika, which is designed to replace popular Western platforms, many citizens continue to circumvent restrictions using VPNs, favoring familiar services like WhatsApp and Instagram.
Why MAX is not WeChat
While MAX is often compared to China’s WeChat, the two platforms differ significantly in their development and user base. WeChat, a successful super app with over 1.4 billion active users, evolved from a private messenger into a tool for state surveillance and censorship. In contrast, MAX has yet to establish a robust ecosystem and faces skepticism regarding its viability in the Russian market, which is considerably smaller. Experts suggest that MAX’s commercial prospects are dim, particularly as it struggles to attract users beyond Russia’s borders.
A junta’s sovereign social network
Russia’s push for MAX echoes Myanmar’s experience following its military coup in 2021, which led to the banning of popular social media platforms in favor of a government-controlled alternative, Myspace Myanmar. The app failed to gain traction, reflecting the challenges faced by state-sponsored services in competing with established platforms.
In TamTam’s footsteps
Previous attempts at creating a sovereign messenger in Russia, such as TamTam and ICQ New, have not fared well. TamTam, initially launched as an internal tool for the Odnoklassniki social network, struggled to build a substantial user base and was often utilized by developers and fraudsters rather than the general public. Similarly, ICQ New, despite being promoted as a national messenger, ceased operations in June 2024 after failing to attract users.
Maximum coercion
What sets MAX apart is the context of its promotion, characterized by wartime censorship and legislative measures mandating its use for various services. Recent laws require management companies to communicate with residents exclusively through MAX, further entrenching the app’s role in daily life. While marketed as a fast and secure alternative, concerns about its lack of encryption and potential vulnerabilities have been raised by experts, who warn that centralizing user data could exacerbate security risks.
The power of habit
Despite initial resistance, there is a belief that habits may shift over time, particularly among younger generations who may find the app’s integration with other services appealing. As enforcement of the app’s use continues, it is possible that MAX could become a staple of communication in Russia, especially if familiar alternatives are blocked.
Censorship and accomplices
In Iran, the development of a state-run super app has not quelled public resistance, with many citizens continuing to use blocked platforms. The Iranian government’s attempts to enforce the use of Rubika have been met with skepticism, even among its own officials. In Russia, the ongoing promotion of MAX raises concerns about the future of digital communication, particularly as app stores continue to host the platform despite its potential role in facilitating state censorship.
