From September 1, 2025, consumers in Russia will notice a significant shift in their mobile experience as the state-backed messaging application, Max, becomes a standard feature on all new smartphones and tablets. This initiative, mandated by the Kremlin, aims to position Max as a domestic alternative to popular messaging platforms like WhatsApp and Telegram.
Integration into Russia’s Digital Ecosystem
The Russian government has confirmed that Max will be pre-installed on all mobile devices sold within the country, joining a growing roster of “mandatory apps” designed to enhance the digital landscape. Beyond serving as a communication tool, Max is set to integrate with various government services, embedding itself deeper into the fabric of Russia’s digital ecosystem.
This development is part of a broader strategy by Moscow to exert greater control over internet services, particularly in light of ongoing tensions with the West. The state-controlled technology giant VK is behind the development of Max, which has already garnered approximately 18 million downloads, although some features are still in the testing phase.
Despite the government’s ambitious rollout, Max faces an uphill battle in gaining traction against established competitors. A recent report from Mediascope indicates that WhatsApp leads the market with 97.3 million users, followed closely by Telegram at 90.8 million. VK Messenger, another offering from VK, holds a distant third place with 17.9 million users.
Supporters of Max tout its safety features, while critics express concerns that it may serve as a surveillance tool, potentially allowing the state to monitor private communications. In response to these apprehensions, Russian state media has argued that Max requires fewer data permissions than its foreign counterparts. The interior ministry has also defended the app, claiming it is “safer than its foreign competitors” and highlighting its role in addressing a recent fraud case.
This shift in digital policy coincides with new restrictions placed on WhatsApp and Telegram, which were accused by authorities of failing to cooperate with law enforcement regarding fraud and terrorism investigations. WhatsApp has countered these claims, suggesting that the Kremlin is attempting to undermine secure communications for its citizens. Telegram, for its part, has asserted its commitment to combating misuse of its platform, stating that it actively removes millions of harmful content pieces daily.
The government’s digital initiatives extend beyond messaging applications. Starting in September, all Apple devices sold in Russia will be required to come pre-installed with RuStore, a domestic alternative to Google Play and Apple’s App Store, which is already standard on Android devices. Furthermore, from January 1, 2026, every smart TV sold in Russia must include Lime HD TV, a free application that provides access to state-run television channels.
Through these measures, Russia is signaling a clear intent to minimize reliance on foreign digital services while prioritizing domestic alternatives. The future of Max remains uncertain, but with its compulsory installation, the app is poised to rapidly increase its user base in the coming months.
