Xena: An App Carving Its Own Path in Social Media

The spread of 4G networks over the past 15 years gave rise to a wave of “super apps.” But that’s not the whole story. Mobile internet has not only empowered global tech giants, it has also opened the door for newcomers with sharper focus on vertical needs. Xena, a voice-based social platform, is one of them.

According to Sensor Tower, Xena has gained millions of downloads since its mid-2023 launch, with users spread across Asia, Europe, and Africa. Its story is not one of competing head-on with giants like Instagram or TikTok, but of taking a different path, one built on local nuance, cultural respect, and the belief that voice still has untapped potential.

Xena’s journey began in mid-2023, a time when the social media field already looked settled. Instagram had surpassed two billion monthly active users, leaving little room for new entrants—or so it seemed.

But founders Elia and Alex saw things differently. They believed most social products were designed around American user habits and rarely adapted to other regions. In the US, ‘typing’ is the default way to interact. But in many Asian markets, people prefer talking.

That observation sparked a bold idea: build a product centered entirely on voice. A space where chatting, not typing, was the heart of the experience. Thus, the foundation of Xena was set: voice chat rooms.

From the start, the team has been committed to ensuring that the app wouldn’t feel empty. Months before launch, they invited nearly a thousand creators to set up rooms inside the app. On launch day, users didn’t walk into silence; they entered a bustling ecosystem of live conversations.

The early strategy worked. User numbers grew steadily, from hundreds to thousands. But the team stayed cautious, focused on refining the product.

In some countries, users show a preference for larger group conversations. In response, the engineers rebuilt the backend to allow not just 20, but up to 30 people to speak simultaneously in a room. It was a technical challenge, but it made the experience more inclusive.

AI tools also helped enrich the platform. Designers created virtual gifts with local cultural elements; items that felt authentic to the communities they were serving. It wasn’t just decoration; it was a way for users to see their own culture reflected inside the app.

As growth continued, the team realised that long-term success requires more than features. It needs trust.

To build it, Xena placed operations managers directly in the countries where users lived. This decision increased costs but reduced friction. Response times were faster and communication clearer. Just as importantly, users felt the company was close to them, not a distant entity.

The company also embraced rapid iteration. While big tech apps might go months without updates, Xena shipped new features every week. This fast rhythm gave users confidence that their voices were being heard, and their needs were addressed. Over time, many began to see Xena not just as an app, but as part of their daily lives.

One story stayed with Alex in particular. A user from one country heard that members of the Xena team were visiting. He drove more than 500 kilometers overnight just to meet them at their hotel. For Alex, watching that user step out of the car was a powerful moment. It showed him that building a product people truly love is the greatest accomplishment a designer can hope for.