MSA Xiaomi: what kind of program it is, how it works and whether it should be turned off

Owners of smartphones Xiaomi, Redmi or POCO Sooner or later, they face a mysterious process. MSA It's always hanging in the background, it's consuming battery power, and sometimes even appears in notifications -- but what is it? If you think it's a virus or spyware, we're in a hurry to calm down: MSA (Mi System Ads is the official system component from Xiaomi, responsible for advertising and analytics of user behavior.

On the one hand, no MSA Some functions will not work properly. MIUI, In addition, it is considered by many users to be an unnecessary "ballast" that slows down the system and collects unnecessary data. MSA, And if you can safely turn it off, and what happens if you do that, and then we can talk about hidden settings that will help reduce its impact on smartphone performance.

If you have already tried to Google this topic, you probably came across conflicting information: some claim that MSA — It is a sleeper virus, others without it. MIUI We tested several scenarios on Xiaomi 13 Pro, Redmi Note 12 and other devices. POCO F5, And yes, spoiler: completely delete. MSA It is not possible, but there are legal ways to limit its activity.

What is MSA on Xiaomi and why is it necessary?

MSA (Mi System Ads is a system application that is built into the firmware. MIUI Since version 10, its main tasks:

• 📢 Showing personalized advertising in standard applications (Browser, Music, Themes, Files, etc.).
• 📊 Collect anonymous analytics about how you use your smartphone (which apps you open, how much time you spend on them, what settings you change).
• 🔄 Sync data between Xiaomi devices (if you are logged in to one Mi Account).
• 🛠️ Update content in widgets and recommendations on the home screen.

In fact, MSA — It’s the bridge between your smartphone and Xiaomi’s servers that powers the ecosystem. MIUI. Without it, for example, the themes of registration will not be updated, ads will not be shown in the browser (yes, this is a minus for the company, but a plus for the user), and some functions like Smart Blocking may not work correctly.

It is important to understand that MSA — It's not a virus or malware. It's the official component that Xiaomi installs on all its devices:

• ⚡ Why is it constantly hanging in the background and consuming charge?
• 📱 Why it is not removed as a regular application?
• 🔍 What exactly does it send to Xiaomi servers?

The answer to the last question can be found in the privacy policy. MIUI: It collects data about the device model, the firmware version, the language of the system, and "aggregated application usage information." Personal data (contacts, messages, photos) - no. But if you're paranoid about privacy, it's unlikely to reassure you.

How MSA affects the work of the smartphone: pros and cons

Let’s see what it takes (and what it takes) MSA So we tested two identical Redmi Note 11s, one of them. MSA worked in normal mode, on the second we limited its activity as much as possible through settings.

As you can see from the table, a complete shutdown. MSA gives an increase in autonomy and speed, but deprives some of the "chips" MIUI. For example, without it, weather widgets in real time will cease to be updated, and recommendations of new wallpaper may disappear in the Themes app.

Another important moment: MSA influences the work of advertising ID. If you have ever tried to reset an advertising ID through Settings → Google → The commercial, you might have noticed, that after a while, he reappears" MSA — he restores ID targeted.

⚠️ Note: On some devices (e.g. Xiaomi) 12T newer) MSA It's also responsible for the Smart Assistant function, and if you block it completely, voice commands can stop working.

So, should we turn it off? MSA? It all depends on your priorities:

• 🔋 If you are critically independent, yes, the limit is MSA It saves up to 10% of your charge per day.
• 🚀 If you want maximum performance – a partial shutdown will increase the speed.
• 🎨 If you care about "chips" MIUI (Dark theme on schedule, smart notifications – it is better to leave as is.

💡

MSA It's not a virus, but it can be reduced without harming the system. MIUI.

Can I remove it? MSA Xiaomi: Myths and Reality

There are a lot of “advice” on the Internet, how to completely remove MSA Spoiler: Most of them either don't work or they break the system:

Myth 1: “It is possible to remove MSA through ADB"

Reality: Yes, the pm uninstall team -k --user 0 com.miui.systemAdSolution will remove the application, but only for the current user. MIUI It will come back, and some features (such as themes) will stop working. MIUI (14+) This method does not work at all – the system blocks the removal of critical components.

Myth 2: “Disconnecting with Titanium Backup will solve the problem”

Titanium Backup Could Be Freezing" MSA, But it's going to cause Mi Account and synchronization errors, and it's going to be activated again after you restart.

Myth 3: "MSA You can turn off the developer’s settings"

Reality: In the developer settings (Settings) → The phone. → Version. MIUI (7 times press) → In addition, there is no direct switch for MSA. You can only turn off "Optimization" MIUI", But that won’t stop the advertising system from working.

So what do we do? There are only two safe ways to reduce the impact. MSA:

1. Limit background activity through battery settings.
2. Disable personalized ads in your Mi Account.

Detailed instructions are in the next section.

⚠️ Note: If you decide to delete it. MSA through ADB Or, be prepared for the following consequences: 🔄 Themes app will stop updating content. 📱 Weather and calendar widgets will show outdated data. 🔒 There may be problems logging into Mi Account after the firmware update. MIUI 14 and later, this can also lead to a com.android.systemui error and permanent reboots.

Step-by-step instructions: how to limit MSA rootless

If you are not willing to risk the stability of the system, but want to reduce the impact MSA, All activities are safe and do not require superuser rights.

Step 1: Turn off personalized ads in your Mi Account

1. Open your Settings → Xiaomi Account → Mi Account.
2. Go to Account Settings → Confidentiality.
3. Find the item "Personalized recommendations" and turn it off.
4. Do the same for the "advertising" item. ID" (if there is).

Step 2: Limit background activity MSA

1. Go to Settings → Applications → Application Management.
2. In the search, enter MSA (or com.miui.systemAdSolution).
3. Open the application information and select the Battery → Limit background activity.
4. Also turn off AutoRun and Secondary Running (if these options are available).

Step 3: Turn off ads in standard apps

MSA It is responsible for displaying ads in the browser, music and other applications of Xiaomi:

• 🌐 In the Browser: Settings → Additionally. → Advertising and recommendations → Shut down.
• 🎵 In Music: Settings → Recommendations → Disable personalization.
• 📁 In Files: Settings → Advertising → Shut down.

Step 4. Drop the advertising ID (optionally)

It won't shut it down. MSA, It will make targeted advertising less intrusive:

1. Open Settings → Google → Advertising.
2. Click "Reset Advertising ID".
3. Turn off the option of "Personalized Advertising".

After this action MSA will consume in 2-3 And you'll have fewer resources, and you'll have fewer ads in standard apps, but you can't get rid of them completely, because they're part of the ecosystem. MIUI.

💡

If, after the restriction, MSA If you notice that the widgets have stopped updating, try manually updating them by pulling down on the home screen.

MSA differentially MIUI: changed

Functionality MSA Changed along with the updates MIUI. If you have an older device (e.g. Redmi Note 8 on the MIUI 11), it's easier to turn it off than it is on new smartphones:

Starting with MIUI 13, Xiaomi tightened control over system processes. MSA It's kernel-based, and it's almost impossible to remove it without root rights) MSA He is now even more “unkillable” and is in charge of his work. AI-functions such as smart text recognition on the screen.

If you have a device on MIUI 12.5 or older, it is best not to try to remove MSA — This could lead to:

• 🔄 Continuous system reboots.
• 📱 Failure of the fingerprint sensor.
• 🔒 Loss of access to Mi Account.

On older versions (MIUI 10-11) You can try to remove through ADB, Be prepared for the fact that after the update of the firmware MSA return.

Alternative Firmware: Can You Get Rid of It? MSA

If you're annoyed MSA, But you don't want to put up with the limitations. MIUI, There's a radical way to install custom firmware, but it's only for power users, because it requires unlocking the bootloader and potentially gives you no warranty.

Option 1: Firmware on the base AOSP (LineageOS, Pixel Experience)

These firmware completely removes all Xiaomi components, including MSA. Pluses:

• ✅ No advertising and analytics collection.
• ✅ Cleaner and faster Android.
• ✅ Regular security updates.

Cons:

• ❌ Xiaomi’s branded features do not work (for example, IR Blaster or Game Turbo).
• ❌ The camera may not work consistently (you need to install separate modes).
• ❌ No official support, all at your own risk.

Option 2: MIUI Advertising-free (fashion from the community)

Some enthusiasts are releasing modified versions MIUI, where advertising components are removed, including MSA. Examples:

• 📱 MIUI Mix (optimized version without Bloatware).
• 📱 Xiaomi.eu (European firmware with disabled advertising).

Pros:

• ✅ All functions retained MIUI.
• ✅ No advertising and unnecessary processes.

Cons:

• ❌ We need to unlock the bootloader.
• ❌ Possible bugs (for example, it does not work) NFC on some models).

⚠️ Note: Installing custom firmware will void the warranty on the device, and on newer models (Xiaomi) 13/14) Unlocking the bootloader may not be possible without official permission from Xiaomi (and now it is only given after the release of the bootloader). 7-day-waiting).

If you do decide to take this step, we recommend you first make a backup through TWRP Read reviews about a specific firmware on forums 4PDA or XDA Developers.

Frequent MSA Problems and How to Solve Them

Even if you haven't touched the settings. MSA, It can cause problems, and we'll look at the most common ones and the ways to solve them.

Problem 1: MSA is consuming too much battery

If you see that com.miui.systemAdSolution eats 10% or more of the charge in your battery settings, try:

1. Clear the app cache (Settings) → Annexes → MSA → Clear the cache).
2. Turn off background activity (instruction above).
3. Check if the content is currently being updated in the Themes or Browser apps.

Issue 2: Permanent Notifications from the MSA

If you receive notifications like “Content Update” or “Recommendations are ready,” turn them off:

1. Press the notification and select Disable notifications.
2. Or go to Settings. → Notifications → Systemic → MSA and turn off all switches.

Problem 3: MSA prevents you from updating the firmware

Sometimes when trying to update MIUI through settings → The system update appears Couldn't verify update. MSA The solution is blocked:

1. Temporarily allow background activity MSA.
2. Reset the device.
3. Try to upgrade again.

Problem 4: After the shutdown MSA The widgets stopped working.

If the weather, calendar or other widgets are no longer updated:

1. Remove the widget from the main screen and add it again.
2. Check your Internet connection.
3. If it doesn’t help, return the settings. MSA baseline.

Problem 5: MSA cause lags in the system

On weak devices (Redmi) 9A, POCO M3) MSA It can slow down the interface:

• 🔧 Install Greenify and add MSA sleep-list".
• 🔋 Enable the Power Saving Mode (Settings) → Battery → Energy saving regime).
• 📱 If nothing helps, consider installing a light firmware (for example, MIUI Lite).

💡

If, after the manipulation, MSA Smartphone began to overheat or discharge quickly, reset the settings to factory (Settings) → Additionally. → Resetting. This will bring all system processes back to their original state.

FAQ: Answers to popular questions about MSA Xiaomi