Video Calls Inside a Social App? Sure Thing! Russia’s LOOKY Adds New Features
The Russian social network LOOKY has introduced built-in audio and video calls, allowing users to communicate directly within the app without switching to other services.
Users can place calls from virtually anywhere, from a rural village near Saratov to the Maldives, without relying on a VPN. Because calls run over an internet connection, they do not consume mobile carrier minutes, which can help users cut costs when staying in touch with friends, family, or colleagues. There is one limitation: calls are available only between users who are connected as friends within the platform. The feature is built into the LOOKY messenger.
LOOKY is a Russian social network often described as an alternative to Instagram (owned by Meta, which is designated as extremist and banned in Russia). Users can replicate their existing content in one click, preserving their profile name, verification status, and follower base. According to the developers, LOOKY is designed as a platform for bloggers, trends, and users aiming to build an audience. The app is available through major app stores, including the App Store, Google Play, and AppGallery.
Turn Into Barbie and Earn Rewards
LOOKY also offers a range of AI-powered creative tools. For example, users can enhance photos for free using neural network filters and create content in styles such as anime, Barbie, fantasy, or cyberpunk. The platform includes more than 40 filters, allowing users to transform their appearance into characters ranging from Van Gogh-inspired portraits to anime figures and pop culture icons.
The platform also runs contests where users can win prizes from brands. Meanwhile, those building a personal brand can track engagement through virtual rewards and enable donation features to receive financial support from their audience. LOOKY also allows creators to guide followers toward purchasing products or services directly from posts. In addition, users can connect with advertisers and attract new subscribers within the platform.
The addition of audio and video calls is not the only recent update. Developers have also redesigned the interface, making it more intuitive. Looking ahead, plans include voice messages, video messages, group video calls, and creator-linked channels.
AI Broadens the Social Experience
These new features come as demand grows for domestic alternatives to foreign social networks and messaging apps. LOOKY is available on iOS, Android, and Huawei devices. The platform is designed with bloggers and brands in mind, offering built-in tools for promoting products and services. One standout feature is its integrated AI engine, which allows users to transform their photos and experiment with different visual identities. According to the developers, LOOKY is the first social network to include its own free AI solution.
As the platform evolves, it could provide users in Russia with another accessible communication channel. This is especially relevant for those using LOOKY as a substitute for established international platforms to maintain contact with their audience. In practice, Russian digital services are moving toward import substitution strategies, expanding beyond photo and video sharing to include messaging, voice and video calls, and broader multimedia communication within a single ecosystem.
A Platform for Business Growth
LOOKY currently targets Russian-speaking users but has potential for expansion into other markets, particularly where demand exists for alternative social platforms with fast content migration, monetization tools, and independence from Western ecosystems. Over time, LOOKY could become a convenient environment not only for everyday users but also for creators producing original content. They can publish, engage actively with followers, and grow their channels without relying on third-party services. The platform is also attracting advertisers and business users, positioning itself as a niche network for visual content, communication, and product promotion.
