MTN pulls plug on Ayoba as super app ambitions fall short

Details: Manny Pham; Category: Operators; 25 March 2026; 6871 views

MTN has announced plans to wind down its super app Ayoba, after the platform struggled to gain meaningful traction across its African markets.

In a statement, the operator said it has begun the process of sunsetting Ayoba in selected markets, subject to regulatory approval. The app, launched in 2019, was positioned as an all-in-one platform offering financial services, messaging, content, streaming and shopping.

By 2024, Ayoba had reached 35 million monthly active users, a modest figure compared to MTN’s total subscriber base of 288 million across its footprint. The company had hoped to replicate the success of super apps such as WeChat in China, while diversifying revenue streams beyond its core telecoms business. Or even its mobile money platform MoMo, which counted 70 million monthly active users as of Q4 2025.

The app was removed from the Apple App Store and Google Play on March 20, following notifications to users that it would no longer be available for download.

MTN told Techpoint Africa that it “routinely reviews its digital services to ensure we deliver simplified and integrated experiences for our customers.”

Ayoba faced stiff competition from established over-the-top platforms such as WhatsApp and Netflix, which already dominate messaging and content consumption across the continent.

Despite Ayoba’s challenges, MTN’s broader business remains on solid footing, with continued growth in mobile subscribers, its mobile financial services platform MoMo, and overall profitability.

In contrast, African rival Orange is aiming to expand the numbers of users on its super app Max It, to continue growth across its Middle East and African units.