Developers of MAX Announce the Launch of a ‘Partner Platform’
Russian developers are introducing a new tool designed to help companies promote their products and services through the national messenger MAX — marking a new stage in the evolution of Russia’s digital communication ecosystem.
Expanding Capabilities
The national messenger MAX continues to evolve rapidly. The developers’ strategy is focused not only on creating a convenient messaging app, but on building a universal platform for everyday life — where communication, business, and digital services converge.
The company recently announced the launch of the new ‘Partner Platform,’ enabling businesses to integrate their own services into MAX. This allows companies to sell products, process payments, manage customer support, and even handle travel bookings directly within the app.
“Any registered company in Russia that has an app listed in RuStore can join the platform,” MAX developers explained. “To access its tools, you just need to open the ‘Tools’ section in RuStore.”
A Focus on Security
Given MAX’s focus on user trust and data security, potential partners must first verify their legitimacy. Before integration, companies are required to complete a verification process via the Russian State Services portal or through one of the accredited banks.
After approval, partners gain several benefits: they can automate customer interactions through AI-powered chatbots, launch a mini-app storefront inside MAX for direct in-app sales, and create branded content channels. The chatbot feature is particularly significant — it automates routine tasks and reduces the burden on support teams, giving businesses more freedom to focus on customer experience.
Phased Rollout
The rollout of the Partner Platform is structured in several stages. Initially, the system is being made available to 500 of Russia’s largest and most recognizable companies — including Ozon, Magnit, X5, VkusVill, VTB, Alfa-Bank, T2, and Ingosstrakh.
The second phase will open access to RuStore publishers who are Russian tax residents — a group that includes more than 15,000 developers with a combined audience in the tens of millions.
Finally, the platform will become accessible to all Russian entrepreneurs, including self-employed professionals. At that stage, participants will gain access to advanced analytics tools to better understand user behavior within MAX.
A New Digital Economy
For ordinary users, MAX’s transformation means greater convenience — fewer separate apps, and the ability to pay bills or make purchases from a single interface. On a national scale, the initiative signals a new chapter in Russia’s digital economy, introducing a product capable of competing with global superapps.
Businesses, in turn, gain access to a massive audience. As of mid-October, MAX had surpassed 45 million users, giving companies a new channel for sales, engagement, and brand visibility.
This mirrors other successful Russian digital ecosystems, such as Yandex Go — which evolved from a ride-hailing app into a full-scale urban service platform — and the MTS-Group Etalon superapp, which connects developers, property managers, and residents.
Analysts expect MAX’s partner base to expand quickly, particularly among regional and small-to-medium enterprises, offering them scalable access to nationwide audiences. In the long run, such integrated ecosystems could become the default model for digital business in multiple industries.
