Experts emphasize that this measure does not obligate users to actively use the messenger; rather, it primarily concerns smartphone vendors. Additionally, Max is expected to integrate with “Gosuslugi” (Public Services) in the coming weeks.
“Gosuslugi” is set to appear in the Max messenger within the next few weeks, with integration reportedly nearing completion, as confirmed by Anton Gorelkin, Deputy Chairman of the State Duma Committee on Information Policy. Furthermore, in just a few weeks, starting September 1st, Max`s pre-installation on new smartphones will become mandatory. The question remains: how might this new regulation impact the popularity of Russia`s national messenger?
The fundamental requirements of Federal Law No. 156, informally known as the “national messenger law,” came into effect back in June. However, the specific provision concerning Max`s pre-installation will only be enforced from the first day of the new academic year. This concept is not entirely new in Russia; for instance, Yandex services have long been a standard feature on any device officially sold within the country. Alexey Gorelkin, an information security expert and CEO of Phishman, provides further insight:
Alexey Gorelkin, Information Security Expert, CEO of Phishman: “This is already a standard mechanism. Mobile device manufacturers are prepared for it. There`s simply a list of applications that you can either choose to install or that come pre-installed. They seem mandatory, but users aren`t actually forced to keep them. Some manufacturers do install them directly onto the device, but the application can always be deleted later if the user doesn`t need it. So, this is a standard, existing mechanism, and no new regulations are being introduced here.”
A different scenario emerges for iPhones, which are currently entering Russia through parallel imports. American Apple, having withdrawn from the Russian market, is unlikely to concern itself with implementing a new Russian law. The same can be said for devices from Chinese manufacturers sold on platforms like AliExpress. Naturally, if Max`s pre-installation is rigorously monitored, major Russian smartphone suppliers will undoubtedly find a workaround. It`s worth recalling that in the past, merely having shortcuts on a smartphone screen linking to mandatory applications was also considered a form of pre-installation. It`s also important to note that Russian citizens are not compelled to install the national messenger on their personal smartphones; the pre-installation requirement primarily targets manufacturers.
Regarding the integration of “Gosuslugi” into Max, this idea seems somewhat peculiar. The service is readily available both as a web version and a mobile application, with most users already having it installed. Therefore, there appears to be little incentive to install Max solely for “Gosuslugi.” It would be, at best, naive to expect a significant surge in national messenger downloads simply due to this integration. German Klimenko, Chairman of the Board of the Digital Economy Development Fund, elaborates:
German Klimenko, Chairman of the Council of the Digital Economy Development Fund: “The popularity of the Russian national messenger will be boosted by the presence of government officials within it. Journalists will follow, then businesspeople. This will undoubtedly enhance its reputation. `Gosuslugi` is just an additional feature, an extra unique selling proposition. I don`t think it will immediately impact the messenger`s popularity. First, we need to understand how the state plans to transition our entire bureaucracy there.”
Earlier in August, it was reported that two channels within the national messenger Max, which is still in its testing phase, had surpassed one hundred thousand subscribers. The combined audience across all channels has reached one million.
However, currently, not every user can create their own channel within the national messenger; a separate permission is required. Max`s current statistics are not yet impressive, but a direct comparison with a widely established platform like Telegram at this stage would be entirely incorrect.
Rupert Blackwood 
Clement Ashworth