ASOS app users in the UK received push notifications claiming hackers had compromised the company's data, with the message addressed to the company's data protection officer (DPO) and IT team. The message, which appeared on users' phones, stated: "Dear ASOS DPO and IT, we have fully compromised the Snowflake instance. Engage with us, or we will leak it." The notification included a link to a Telegram channel operated by a group calling itself the Xuanye Group, which had only recently created the channel and posted three messages, the latest about the ASOS hack.

The message appeared to be an extortion attempt, with the hackers demanding engagement or a data leak. Snowflake, a cloud platform used by companies to store and analyze data, has been linked to previous breaches, including incidents involving Ticketmaster and Santander. However, it is unusual for such attacks to be revealed publicly in this manner, as most cybercriminals conduct negotiations privately. The National Cyber Security Centre (NCSC), part of GCHQ, has offered assistance to ASOS, which is investigating the incident. The company did not immediately respond to requests for comment.

Cybersecurity experts highlighted the significance of the breach. Dan Bird of Horizon3 noted that sending a push notification to ASOS users would require access to the company's notification system, separate from the Snowflake data platform. This suggests the attackers may have obtained credentials that granted access to multiple systems. Dray Agha of Huntress warned that Snowflake stores sensitive customer information, including transaction data and demographic details. Marijus Briedis of NordVPN cautioned that high-profile cyber incidents often lead to phishing attacks, with criminals exploiting the publicity to send fraudulent messages. The Xuanye Group has not been previously mentioned on hacker forums or other Telegram channels, and its emergence is seen as an attempt to gain credibility through a high-profile target.

The incident has raised concerns about the security of customer data and the potential for further attacks. ASOS's shares fell more than 14% on the London Stock Exchange following the reports. The company's website and app remained operational, but the investigation is ongoing. Experts are monitoring the situation to determine the extent of the breach and whether any data has been leaked. The next known development is the NCSC's continued support and the potential for further updates from ASOS as the investigation progresses.