The ayoba platform aims to harness growth in the African digital economy by breaking down barriers such as limited access to the internet and digital services, low smartphone penetration, lack of locally relevant content, and affordability.

"We celebrate this milestone and are pleased that through ayoba we can provide access to affordable communications, so that millions of people across our markets can enjoy the benefits of a modern connected life", says MTN Group Digital and Fintech Officer, Serigne Dioum.

"MTN's Ambition 2025 strategy is to drive digital and financial inclusion across Africa, via ayoba we intend to reach 100 million monthly active users by 2025, ensuring more people reap the social, economic, and developmental dividends of being online," concludes Serigne.

In its two years of existence, ayoba has grown significantly and continues to be recognised by various bodies. In 2021, ayoba received the Best OTT Brand of the Year accolade at the Marketing World Awards and recently was awarded the Best Mobile App from Bonteh Digital Awards. Ayoba has also hosted two hackathons this year, with the aim of guiding young developers on micro-app development.

Commenting on the achievement, ayoba Chief Executive Officer, Burak Akinci said: "Our progress in 2021 has been considerable, growing in excess of 4 million users.  This is a clear sign that the African market really enjoys ayoba, and we are here to stay.  This growth is also due to the hard work of our team, and of course, the loyalty and enthusiasm of our users, who are always our first priority.  We look forward to even bigger growth in 2022, as we see progress from the new features, content and general improvement that will be launching throughout the year."

ayoba offers users access to digital and rich media services through channels, micro-apps, and payment solutions, embedded within a single African Super App. With over 180 content channels ranging from Sports, News, Music & Artists, Health & Wellness, Careers, Fashion & Beauty, Education and Travel - a huge increase from the 128 at the start of the year.

In addition, users now have access to a range of 35 micro-apps, including MTN Online School (SA) and MTN MoMo (Ghana), adding even more content to a deep and hyper localised offering. 

We have also identified the gaps in our markets heightened by the pandemic, particularly in terms of the literacy of subscribers and through our education micro-app available in ayoba we have launched numerous channels with key strategic partners focused on specific areas of education ranging from entrepreneurial education to country-specific curriculum content for students, which include educational explainer videos on topics ranging from math, science, and the art of storytelling.

Ayoba users can send and receive encrypted messages in 22 diverse languages, share photos, videos, files, voice notes and even their location, and can also subscribe to live channels. Localised content is available through these channels that aim to entertain, educate, and empower communities.

Ayoba is available to MTN and non-MTN customers.  MTN customers are automatically allocated free data to use the ayoba features[1] including messaging, browsing, gaming, and listening to music. Customers can  download the free app data at www.ayoba.me. In addition, ayoba lite is now also available for web access at web.ayoba.me which is proving to be popular with users who are short on space on their devices.  Voice and video calls are excluded from the free data provisions. 

[1] With the exception of Benin

About the MTN Group

Launched in 1994, the MTN Group is a leading emerging market operator with a clear vision to lead the delivery of a bold new digital world to our customers. We are inspired by our belief that everyone deserves the benefits of a modern connected life. The MTN Group is listed on the JSE Securities Exchange in South Africa under the share code 'MTN'. Our strategy is Ambition 2025: Leading digital solutions for Africa's progress.

About ayoba

Since its launch in May 2019, ayoba has reached millions of users. Ayoba offers users free access to an ecosystem of digital and rich media services through chat and call features, channels, micro-apps, and payment solutions, embedded within an African super-app. Ayoba is highly localised and tailored for African and Middle East consumer needs, supporting 22 relevant languages. Users can send and receive encrypted messages, share photos, videos, files, and voice notes, and can also subscribe to live channels. Family friendly localised content is available through curated channels aimed at entertaining, educating, and empowering communities as well as a range of games. Ayoba is available for Android users on the Google PlayStore, on iOS (AppleStore) as well as the Transsion, Huawei, Samsung and BeMobi stores. Users can also download the app on our website (www.ayoba.me).  Ayoba recently launched its web version (ayoba lite) and can be accessed at web.ayoba.me.