MTN celebrated its super app Ayoba for gaining 25 million monthly users in four years after launching, with ambitions laid out to reach 100 million by 2025.
In a statement, the operator group detailed the milestone was up from 20 million in December 2022, as it saw key growth across sub-Saharan Africa, namely: Nigeria, Cameroon, South Africa, Ghana, Côte d’Ivoire, Uganda and The Republic of Congo.
In 2023, MTN said the Aoyba updated communication and content features resulting in a 35% increase in messaging, a 16% boost in both stories and VoIP calls.
Ayoba CEO Burak Akinci said: “25 million is a significant milestone to pass on our fourth birthday. Our journey has been transformative, and the positive response from our users fuels our drive for innovation. Our users are at the heart of our progress, and we are grateful for their support.”
The app’s Android version will be updated with an ‘explore’ landing page for users to watch content, similar to social media apps. The feature is currently in its pilot phase and will be rolled out to key territories in future.
"The first four months of 2023 was a period of significant growth and development for Ayoba. We have improved our socialisation and messaging functionalities, enhanced our microapp experience and added many more features," added Akinci.
The app was developed in partnership between Ayoba and MTN and is available on all networks.