MAX Introduces Channel Creation Feature
Russia’s national messenger app MAX is rolling out a new feature that allows authors to create full-fledged channels. While still in testing, the move signals the platform’s ambitions to compete with global messaging giants.
Expanding Functionality to Stay Competitive
Russia is pushing ahead with the rollout of its national messenger MAX. To become truly popular, the platform needs a broad set of features — and developers are updating it regularly.
The latest update adds the ability to create channels. For now, access is limited: only authors with A+ status can use the function. To qualify, creators must have more than 10,000 subscribers and register with Russia’s state telecom regulator. VK CEO Vladimir Kiriyenko announced the launch during the Kazan Digital Week forum, estimating that 200,000 channels meet these requirements.
“We are rolling out A+ first because it is important to let people keep their subscriber base, retain the same name and handle that audiences are used to, and seamlessly migrate them into MAX,” Kiriyenko explained.
Early Success
In a short time, more than 600 channels have already launched on MAX, attracting an estimated 5 million subscribers.
The messenger, developed by VK, became widely available in March of this year. As of early fall, its audience has already reached 35 million users, despite the app still being in Beta mode. The test phase is designed to quickly resolve bugs and roll out new features.
Users already have access to the full set of standard messaging tools: text and voice messaging, calls, and file transfers up to 4 GB. Over time, MAX is expected to integrate deeply with Russia’s Gosuslugi digital government services, transforming it into more than a communications tool — a universal platform for handling a wide range of everyday tasks. MAX is available in the App Store, RuStore, and Google Play.
Security and Reliability
By government order, MAX has been designated Russia’s national messenger. This means it must meet higher standards for user safety and data security. Since September 1, it has been pre-installed on all new smartphones sold in Russia.
Equally important, MAX has been included in the country’s list of critical digital infrastructure services. Its availability must be maintained even in cases of restricted mobile internet due to drone attacks.
The launch of channels signals that developers are committed to rapidly expanding the app’s user base. Currently, only users in Russia and Belarus can register, but international rollout is expected once additional security measures are in place.
Monetization on the Horizon?
Industry observers suggest that channels on MAX may eventually be monetized. Telegram, for example, introduced monetization tools in 2023, sharply boosting its competitiveness. A similar feature is expected for MAX to attract top creators and their audiences.
The move comes as Russia accelerates efforts to build its own digital infrastructure after international tech giants exited the market. Developers responded by launching domestic alternatives — including RuStore, a centralized app marketplace introduced in 2022.
Adding channels to MAX is a key step in the messenger’s evolution. Expanding this feature will enhance its competitiveness at home and may accelerate its entry into international markets.
