So I have a business relation in a Baltic country that (wisely) refuses to use Whatsapp, based on privacy concerns and Russia (ever-present looming threat for them generally speaking, and specifically their company is routinely cyber-attacked).

So I introduced SimpleX to them.

He doesn't know it and says he used Viber, which know just distantly. Arguments pro/against?

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this is a good place to start with the why simplex: https://github.com/simplex-chat/simplex-chat/blob/stable/docs/SIMPLEX.md#problems

if I had to speculate on why someone would choose viber is that you can contact international phone numbers through Viber Out.