Many owners of Xiaomi, Redmi and POCO smartphones sooner or later notice a mysterious process called MSA in the list of installed programs. Its full name is MIUI System Ads, and it is an integrated component of the MIUI proprietary shell (now HyperOS). The main task of this module is to display advertising content in system applications such as Explorer, Music or Themes.
Users often wonder if this file is a virus or a critical part of the operating system. MSA is not a malware in the classical sense, but a legitimate monetization tool that Xiaomi uses to reduce the final cost of its devices. However, for many users, the presence of intrusive advertising becomes a serious irritant, affecting the experience of using the gadget.
In this article, we will discuss in detail the functional purpose of the MSA, assess the risks of disabling it, and provide step-by-step instructions for completely eliminating advertising. You will learn how to find this process in the settings, what consequences can occur when it is forced to remove it, and what alternative methods exist for blocking advertising modules.
Functional purpose and operating principle of MSA
MSA stands for MIUI System Ads. It is a system service that collects anonymized user preferences and then displays targeted ads. Unlike third-party viruses, this component has deep access rights and is integrated into the Android shell core from Xiaomi. Its work is invisible to the eye until you start analyzing traffic consumption or a list of running processes.
The principle of the module is to constantly monitor user activity in standard applications. When you open the Explorer or theme menu, the MSA requests the current advertising banner from the company's servers and displays it in the designated area of the interface. It is important to understand that removing or disabling the MSA does not disrupt the basic functions of the phone (calls, SMS, the Internet), but completely stops the display of system advertising.
It is worth noting that MIUI System Ads may behave differently in different regions of the firmware, and Global ROMs tend to be less aggressive than China ROMs, where MSA monetization is the main source of revenue for the manufacturer, and disabling the service is especially important for users who value cleanliness and data privacy.
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Before making changes to system settings, it is recommended to create a full backup of data through the Mi Cloud cloud or locally to your computer.
Security Analysis: A Virus or a System File?
The security issue of MSA is a concern for many users who see an active network connection from an unknown process. Technically, it's a system file signed with Xiaomi digital certificates. It doesn't steal passwords from banking applications, take screenshots without your knowledge, or block the device. Its sole purpose is commercial advertising.
However, from a privacy perspective, MIUI System Ads collects a specific data pool, which includes installed applications, usage history of standard programs, and geolocation (if permitted), which is used to build an advertising profile.
Below is a table comparing the characteristics of MSA with typical malware features so you can assess the risks yourself:
| Parameter | MSA (MIUI System Ads) | Typical virus/Trojan |
|---|---|---|
| Source | Official firmware MIUI/HyperOS | Third-party sites, questionable APKs |
| Purpose | Advertising, monetization | Data theft, encryption, mining |
| Impact on the system | Traffic consumption, banners | Failures, blockage, heating |
| Removal | Perhaps through ADB or settings | Requires antivirus or flashing |
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MSA is a legitimate but intrusive component of the system, not a virus, so removing it is safe for the stability of the smartphone.
Consequences of System Disconnection
Before you start taking decisive action, you need to weigh the pros and cons. Complete disabling of MSA has a clear positive effect: the interface becomes cleaner, disappear banners in folders and system utilities, and reduces mobile traffic consumption and slightly reduces the load on the processor, which theoretically can positively affect autonomy.
On the other hand, there are potential nuances. Some users note that after the forced removal of MIUI System Ads via ADB, errors may occur in the operation of the Themes or Security application. The system may periodically try to restore the deleted component, which will lead to error notifications.
⚠️ Note: Forced removal of system packets through ADB A mistake in the name of the package can lead to unstable interface operation or cyclic reboot of the device (bootloop).
It is also worth considering that in future firmware updates HyperOS or MIUI, the modified system file can be automatically replaced with the original, which means that the disablement procedure may have to be repeated after each major software update. For most users, the risks are minimal, but they exist.
Method 1: Disconnection through standard settings
The safest and easiest way to get rid of intrusive banners is to use built-in ad restriction tools, which don't remove the MSA completely, but prevent it from showing content, and it's suitable for all users, and doesn't require a computer connection or root rights.
First, you need to disable ad personalization. Go to the settings menu, select Password and Security, then look for Access to Personal Data (or Privacy) section. Search for msa and turn off the slider. The system will alert you that some features may not work properly, and suggest that you wait 10 seconds before confirming.
Next, you should turn off receiving recommendations in specific applications, this process should be repeated for each system service:
- 📁 Explorer: Open the app, click on the menu (three bars), select Settings» → «About the program" and disable the item "Receive recommendations».
- 🎵 Music: Go to the app settings, find the “Advanced Settings” section and remove the tick from “Show Advertising».
- 🛡️ Security: Open the app, click on the settings gear and turn off "Get recommendations».
- 🎨 Topics: Go to profile (the person at the bottom), then to settings and turn off “Get recommendations” and “Show ads».
After these actions, the amount of advertising will be reduced by 90-95%. But the process itself MSA will remain in the system and continue to consume a minimum amount of resources in the background.
☑️ Checklist for disabling ads
Method 2: Complete removal via ADB (for advanced)
For those who want to get rid of MIUI System Ads, there is a more radical method using the Android Debug Bridge (ADB) debugging tool, which allows you to remove the package at the user level, making it almost complete, you will need a computer (Windows, macOS or Linux) and a cable to connect your smartphone.
First, activate the developer mode on your phone. Go to Settings → About Phone and quickly click 7 times on MIUI Version (or OS Version) until the message appears “You’ve become a developer.” Then, in the “Additional” → “Development for Developers” menu, turn on the USB Debugging Toggle.
After connecting your phone to your PC and installing drivers, open the command line in the folder with ADB and enter the following command to remove the ad module:
adb shell pm uninstall -k --user 0 com.miui.msa.globalIf the command is successful, the system will give a message "Success." The msa process will disappear from the list of applications. It is important to note that this does not physically delete the file from the Recovery partition, so when reset to the factory settings (Hard Reset), it will return. To return the function (if something goes wrong), use the command: adb shell cmd package install-existing com.miui.msa.global.
⚠️ Attention: When in use ADB Be careful of the syntax of commands. Entering the wrong packet name can lead to the removal of critical system components, such as an interface or telephony.
What if the phone stopped turning on after deleting system files?
Additional privacy and optimization settings
In addition to fighting MSA, Xiaomi and Redmi smartphones have a few hidden settings that improve the user experience, such as turning off automatic usage data submission to Xiaomi Cloud. This is done under Password and Security → Privacy → Use and Diagnostics.
It is also recommended to check the permissions for other system applications, such as GetApps (app store) and Mi Video. Often they are the source of push notifications with offers of games or news.
Regularly cleaning up ad services’ cache also helps to reduce their activity. Even if you haven’t deleted the MSA, periodically cleaning up data through the Apps menu → All Apps → MSA → Memory → Clear can temporarily reduce the amount of ads displayed until the next cache update.
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A comprehensive approach, including disabling MSA, setting permissions and clearing the cache, ensures maximum privacy and comfort of using Xiaomi.