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Iranian social media, instant messenger and video on-demand service From Wikipedia, the free encyclopedia
Rubika (Persian: پیامرسان روبیکا) is an Iranian social media platform, instant messaging (IM), VoIP and video-on-demand service developed by Tusca holding, MCI, and MTN Irancell. It is one of the most widely used social media platforms in Iran, with more than 50 million users, and the largest social media app based in Western Asia.[2][3][4] It is available on Android, iOS and the web. Registration requires a mobile telephone number.[3][5][6][7]
| |
| Other names | پیامرسان روبیکا |
|---|---|
| Developer(s) | Tusca |
| Operating system | Android, iOS, Web |
| Size | 78 MB (Android)[1] |
| Available in | 9 languages |
List of languages Persian, English, Arabic, German, Spanish, Italian, Dutch, Portuguese (Brazil), Korean | |
| Type | Social media, instant messaging, video on demand |
| License | Proprietary |
| Website | rubika |
Rubika was launched as part of efforts to provide a communication and social media platform developed by Iran. Over time, it has grown to be a widely recognized platform with a large user base with the support of major organizations like MCI and MTN Irancell. Rubika's success is reflected in its prominence as one of the most used social media apps in Iran, with an increasing focus on expanding to international markets.[8][9][10][11] It was removed by Google Play in 2022 along with many other Iranian platforms.[12][13][14][15] But it continues to be available through direct downloads and other app stores and through its web app, maintaining its user base.[16][17] It is surveilled in part through MCI Digital platform monitoring center.[18]
The platform includes AI-driven tools and video calling with end-to-end encryption. For businesses, Rubika offers tools for advertising and customer engagement, including business pages and shopping channels. The platform includes entertainment options such as live broadcasts, TV, and video streaming, alongside a photo-sharing feature. Additionally, Rubika integrates financial services, including a built-in payment system, digital wallet and access to health insurance. Features also include dark mode and location services.[9][10][19]
Rubika is part of the Message Exchange Bus (MXB) system, which allows seamless communication between various Iranian messaging platforms, including Bale, Soroush, and Eitaa. MXB enables users send messages and files and ext. between these apps without needing a separate account for each one. This system has been made by Iran for the first time and is instrumental in creating a unified messaging ecosystem in Iran.[20][21][22][23]
Rubika integrates traditional social media functions with messaging features, offering an all-in-one solution for users. Businesses leverage the platform for direct engagement, advertising, and e-commerce, while individuals enjoy community interactions, photo sharing, and livestreams.[24][25][26]
The platform includes a robust video on demand feature, providing access to movies, series, and live TV channels. Users can enjoy personalized recommendations based on viewing habits.[27][28]
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