ASOS App Users Receive Hacking Threat via Push Notification
ASOS app users globally and in Israel received a threatening push notification claiming a breach of their Snowflake cloud environment. The company's shares dropped 11% following the incident.
Customers of the fashion retailer ASOS, including users in Israel, received an unusual push notification on Tuesday stating that the company's systems had been compromised. The alert, sent directly through the mobile application, displayed the text "ASOS HACKED" followed by a direct threat regarding a potential data leak.
The Breach and Snowflake Platform
"Dear ASOS DPO and IT team, we have fully breached your Snowflake account," the message stated, demanding contact under threat of a massive data release. The notification also included a direct link to a Telegram chat.
Dear ASOS DPO and IT team, we have fully breached your Snowflake account. Contact us, or we will leak it.
Snowflake is a prominent cloud platform utilized for data storage, processing, and analytics, which also enables companies to manage push notifications. Snowflake hosts Simon AI, which aggregates customer behavioral data, transaction histories, and demographic details into unified profiles. These exposed records potentially include clothing sizes and specific body measurements.
Financial Impact and Market Reaction
ASOS has yet to issue an official statement regarding the reported breach, leaving the exact scale of compromised customer data unclear. Security experts strongly advise users who received the notification to avoid clicking the alert or interacting with the provided Telegram link.
ASOS serves approximately 17 million annual active customers across more than 150 countries. The company reported revenues of £2.5 billion in 2025, down from £2.9 billion the previous year, alongside an operating loss of £212 million. Following the push notification security scare, ASOS shares dropped by 11% on the stock exchange.
