Asos app notification: what happened and what customers should know

What happened with the Asos app notification?

Customers reported receiving a strange notification from the Asos app on Tuesday. It was headed “Asos hacked” and included a link that led to the Telegram messaging service, according to reporting by the Guardian. ¹²

Asos later confirmed that an unauthorised customer notification had been sent. The company said it was investigating unauthorised activity involving third-party platforms it uses to communicate with customers. ¹²

The message was reportedly addressed to Asos’s data protection officer and IT teams. The sources describe it as a possible extortion attempt, but the investigation had not established who was responsible or exactly how the notification was sent. ¹

What customer information may have been accessed?

Asos said some basic personal information may have been accessed by an unidentified third party. The Guardian reports that this could include names and contact details. ¹²

Asos said it did not believe payment card records or passwords had been compromised. That is the company’s current assessment, not a complete public account of what happened: its investigation was continuing. ²

The sources do not say how many people received the message or whether the possible access involved every customer who received it. Those details remain unclear. ¹²

Is it safe to use the Asos website or app?

Asos said its website and app were operating as usual, with no current disruption to its operations. ¹² That addresses the service’s reported status, but does not settle every question about the investigation.

The company urged customers not to engage with the unauthorised notification. ¹ In particular, the message’s link was reported to lead to Telegram, so customers should not treat the message as an official request simply because it appeared through the app. ²

The sources do not report that customers need to change passwords or take another specific account action. Asos said it would provide an update if the situation changed. ²

Why are people talking about this Asos incident?

The notification alarmed some recipients because it used the words “Asos hacked” and included a link outside the retailer’s usual shopping experience. Customers contacted the BBC after receiving it. ¹²

The incident also raises a practical question: whether the unauthorised activity reached customer information, not just the system used to send the message. Asos said basic personal details may have been accessed, while saying it did not believe passwords or payment card records were affected. ²

The Guardian reported that Asos shares fell sharply during the day and closed down 9.56% after the company announced it had cybersecurity insurance. That market movement reflects investor reaction; on its own, it does not show how many customers were affected or what data was accessed. ²

What is still unknown about the Asos notification?

As of the reporting on October 6, 2026, Asos was still investigating. The sources do not identify the person or group behind the activity, explain how access was gained, or give a confirmed count of affected customers. ¹²

The BBC reported that Asos had not yet informed the UK data watchdog, the Information Commissioner’s Office, at the time of its report. ¹ The available sources do not establish whether that changed later.

For customers, the clearest information so far is limited: an unauthorised message was sent, some basic personal information may have been accessed, and Asos said passwords and payment card records were not believed to be compromised. ¹²